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Persuasive Structures in Advergames (2014)

Persuasive Structures in Advergames: Conveying Advertising Messages Through Digital Games

Teresa de la Hera Conde-Pumpido (PhD Dissertation, Utrecht University)

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.

Available: HERE.