The Interactive Indulgence: The Use of Advergames to Curb Childhood Obesity

As childhood obesity rates in the United States continue to rise, health professionals and pro-health advocates are looking to utilize interactive media tactics for childhood obesity prevention. This study analyzed the viewpoints of interactive media agency professionals regarding the strategy, measurement, and future potential of advergames. Research was conducted through intensive interviews with agency professionals. This study found that advergames can influence an audience’s behavior through their various interactive elements and entertaining platforms. Application of Fisher’s Narrative paradigm provides additional insight into the persuasive nature of advergames. Successful advertising campaigns utilize integrated forms of media, with interactive media technologies serving to complement traditional media. Despite the ever-changing media landscape, advergames may prove to be a sustainable strategy for childhood obesity prevention.