Analyzing advergames: active diversions or actually deception. An exploratory study of online advergames content

Abstract

PurposeThe purpose of this paper is to review the nature of advergames and the rhetoric versus reality of their claimed effects and effectiveness, focusing specifically on their use by children.Design/methodology/approachA content analysis of major web sites that are likely to have particular appeal to children and an evaluation in order to determine whether the material contained in these sites would be permitted if similar codes of practice, as for other media, would be applied to internet sites.FindingsThe paper finds that the majority of web sites do not comply with the existing broadcasting codes of practice for mainstream advertising.Research limitations/implicationsThe study is exploratory in nature and the sample size limited.Practical implicationsAs the paper suggests that advertisers should critically examine the content of their web sites and open the debate about what constitutes acceptable online behavior.Originality/valueThe paper offers insights about the content of advergames in practice and the potential problems associated with regulation of advertising in different media forms, especially new and evolving media forms.

Algunas Reflexiones Sobre El Marketing Y La Publicidad Móvil

“…Así, podemos encontrar una gran diversidad de formatos como mensajes de texto (SMS); mensajes multimedia (MMS) (HSU y HSU, 2007); cupones electrónicos, de igual función que los impresos pero con la personalización y entrega directa que permite el móvil (SCHARL et al, 2005); banners y enlaces en los sitios de Internet móvil; oferta de descargas y aplicaciones gratuitas a cambio de la aceptación de publicidad (VENTURA, 2010); publicidad bluetooth, es decir, mensajes multimedia enviados, no a través de la red móvil, sino a través de bluetooth; y advergames, videojuegos con la marca o producto promocionado como protagonista, con el que se crea un vínculo emocional mediante el entretenimiento (DAHL et al, 2009). Todos estos formatos ofrecen múltiples posibilidades a la creatividad publicitaria, pero también abren nuevas líneas de investigación de cara a estudiar la eficacia de todos ellos para determinar los más idóneos según los objetivos de la campaña.…”

53.090 Virtual Rusks = 510 Real Smiles Using a Fun Exergame Installation for Advertising Traditional Food Products

“…At about the same time, advergames also appeared [19] representing a more dynamic marketing approach, eventually blurring the lines between entertainment and persuasion [3]. Up to now, advergame research has mainly focused on online / web-based games, primarily targeting children and young(er) adults [3; 25].…”

“…On the first day of the exhibition the game was presented on MEGA (TV) Channel, on the morning show with the highest ratings in Greek television 3 . This day, more than 85% of the people visiting the booth mentioned viewing the game on TV.…”

“…This trend is commonly referred to as advergaming [19] (from "advertising" and "gaming"). Most existing advergames are targeted to personal computers (e.g., downloadable or Web-based programs [3]), game consoles [19] and mobile devices. Still, large multinational brands such as BMW [11], Goodyear [6], Coca Cola [21], etc., often employ advergames as a means of enhancing their "outdoor advertising" campaigns, i.e., advertising that reaches consumers while they are outside their homes.…”

Online Advertising: Examining the Content and Messages within Websites Targeted at Children

“…A recent content analysis of child-targeted web sites found that the majority of sites contained material which does not comply with the existing broadcasting codes of practice for mainstream advertising (Dahl et al, 2009). This suggests that interaction with online advertising exposes children to commercial messages which would not be permitted in more familiar (and more thoroughly researched and regulated) media, such as print and television.…”