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Looking into the mechanisms used in advergames to influence players

Munaretto, A. (2021) Looking into the mechanisms used in advergames to influence players.

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Abstract:Advergames are free online games developed in order to promote a specific brand, service and/or product. They are persuasive in nature in that they integrate ads into the digital game, which makes it oftentimes difficult for the players to perceive the persuasive attempts. They are usually designed with the goal of increasing brand awareness and exposure through the creation of positive associations between the game and the brand promoted. Previous studies have identified brand placement, brand integration, game-goal-message-goal overlap, the autonomy of the game, entertainment, commitment and consistency, and word-of-mouth and social integration as possible persuasive mechanisms within advergames. By adopting a communication persuasive perspective, the goal of this study is to understand what type of persuasive mechanisms are used in advergames. The persuasive mechanism of visual argumentation was explored. Lastly, a focus was given in understanding if the persuasive mechanisms have changed over time. A content analysis was chosen to study the mechanisms of 40 advergames and of 5 YouTube video clips about advergames, which were then categorized according to those that were identified in the last content analysis on this topic by Roettl, Waiguny and Tertuller in 2016.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/85457
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