October 24th, 2011

"Horror Hotel": The New Frontier of Junk Food Marketing to Kids

By Anne Landman
The Center for Media and Democracy, PR Watch

Today’s teenagers are probably the most savvy generation yet when it comes to filtering out advertising, but that is no worry for junk food and drink companies who steadily deploy stealthier and more sophisticated interactive promotions that specifically target teens and exploit their emotional and developmental vulnerabilities. The newest generation of internet-based junk food promotions uses cutting edge marketing techniques with names like “augmented reality,” “virtual environments” and “neuromarketing”—the use of scientifically-devised digital marketing techniques that trigger teens’ subconscious emotional arousal.

While few were looking, PepsiCo subsidiary Doritos quietly shifted its target audience from parents to teens. The chip maker now offers a teen-targeted website, “Doritos Late Night Augmented Reality,” that gives kids the ability to design a concert experience with a popular band just for themselves.

Read more: http://bit.ly/pOM4Cd


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