We are proud to announce the upcoming PhD dissertation defense of our colleague Teresa De la Hera Conde-Pumpido. The title of her thesis is Persuasive Structures in Advergames: Conveying Advertising Messages Through Digital Games, and here’s a short summary:
The evolution of the game industry and changes in the advertising landscape in recent years have led to a keen interest of marketers in using digital games for advertising purposes. Digital games specifically designed for a brand with the aim of conveying an advertising message, are known as advergames.
The increasing interest in the use of digital games as a marketing strategy is undoubtedly related to the development of new technologies and the proliferation of broadband and mobile devices and the closely popularization of digital games. However, despite the increasing interest in this marketing strategy, marketers and marketing companies still need more knowledge about the potential of digital games as a medium to convey advertising messages. This thesis aims at broadening the understanding of how advertising messages can be embedded within digital games.
In this thesis an interdisciplinary framework is used in order to outline a theoretical model aiming to structure the existing knowledge to help explain how persuasive communication works within digital games.
You are welcome to join us at the defense ceremony, which will take place on Monday March 17, between 12:45 and 13:45, in the Academiegebouw (Senaatszaal) in Utrecht. More information can be found here.