Advergames
Synopsis
Advergames - Advertising into your subconsciousness
Disposition
This paper investigates how advergames and anti- advergames have made a ground in our culture. I will explore how the anti- advergame movement utilizes the procedural rhetoric in order to create awareness. Furthermore I will come to a conclusion about why or if we need the anti – advergame movement.
What exactly is advergames?
Advergames is a great way to reach out to the consumers in a subconscious manner. – Advergames are video games which contains advertisement for a product, service, or company. – Advergames are created to fill out a purpose – often to promote the company or one of the products. These games are often distributed freely as the game is a marketing tool. – Advergames can also be less obvious in their advertisement with product placement in the game. The video games is an alternative form of advertising with some advantages: they are cheap, fast, and have an extraordinary peer-to-peer marketing ability. “Advertising within a video game allows for more exposures to the product than traditional ads because, according to Ellen Ratchye-- Foster, a trend analyst for Fallon, "anyone who buys these games devotes weeks and weeks to getting through their levels." This means that the consumer will see the advertisements over and over while they play, thus it may resonate with them.”1
Product placement
– “Product placement in-game-advertising is most commonly found in sports titles and simulation games. – For advertisers an add may be displayed multiple times and a game may provide an opportunity to ally a product's brand image with the image of the game. – Such examples include the use Sobe drink in Tom Clancy’s Splinter Cell: Double Agent – While product placement in film and television is fairly common, this type of in-game advertising has only recently become common in games. “2
1 http://advergamingtoday.blogspot.com/2006/02/just-product-placement.html 2
Advergames - Advertising into your subconsciousness
Disposition
This paper investigates how advergames and anti- advergames have made a ground in our culture. I will explore how the anti- advergame movement utilizes the procedural rhetoric in order to create awareness. Furthermore I will come to a conclusion about why or if we need the anti – advergame movement.
What exactly is advergames?
Advergames is a great way to reach out to the consumers in a subconscious manner. – Advergames are video games which contains advertisement for a product, service, or company. – Advergames are created to fill out a purpose – often to promote the company or one of the products. These games are often distributed freely as the game is a marketing tool. – Advergames can also be less obvious in their advertisement with product placement in the game. The video games is an alternative form of advertising with some advantages: they are cheap, fast, and have an extraordinary peer-to-peer marketing ability. “Advertising within a video game allows for more exposures to the product than traditional ads because, according to Ellen Ratchye-- Foster, a trend analyst for Fallon, "anyone who buys these games devotes weeks and weeks to getting through their levels." This means that the consumer will see the advertisements over and over while they play, thus it may resonate with them.”1
Product placement
– “Product placement in-game-advertising is most commonly found in sports titles and simulation games. – For advertisers an add may be displayed multiple times and a game may provide an opportunity to ally a product's brand image with the image of the game. – Such examples include the use Sobe drink in Tom Clancy’s Splinter Cell: Double Agent – While product placement in film and television is fairly common, this type of in-game advertising has only recently become common in games. “2
1 http://advergamingtoday.blogspot.com/2006/02/just-product-placement.html 2