This technique aims to build brand awareness, to offer product information, and to provide a means to compare similar products. Advergaming is the delivery of advertising messages through electronic games.
Implications for advertisers are discussed. Interestingly, although ads in games were perceived as more intrusive, they were perceived as less irritating. Lack of congruence was found to be a precursor of intrusiveness.
Intrusiveness was found as the factor accounting for most of the negative attitude toward advergames. A series of experiments revealed that Hispanics exhibited positive attitudes toward advergames. The objectives of our study were the refinement and empirical testing of a model of the reactions generated by exposure to advergames among Mexicans, Peruvians, and Americans. Despite its growing popularity, very little is known about the formation of attitudes toward advergames in emerging economies. The data were collected in 2009, 2010, and 2019.Īdvergames are gaining recognition around the world as a new, captivating, and persuasive environment among advertisers. Our data include participant observation in the game for 3 months, formal interviews of 30 gamers, informal interviews with dozens of gamers, and documentary data from the official forum and the Chinese game media. We eclectically borrow from four frameworks to analyze Kangzhan Online: the dual-process perspective, imaginary world studies, the sociology of collective memory, and the sociology of emotions. We begin with theoretical explorations of how to define propagames, how to demarcate them from other games with political content, and what role they play in digital authoritarianism. This study fills this research gap by analyzing the most popular propagame in China, Kangzhan Online (War of Resistance against Japan Online), and gamers’ reception of it. But knowledge on propagames is seriously lacking compared to the voluminous scholarship on politically progressive, educational, and serious games. The contemporary democratic struggle against global authoritarian resurgence will require knowledge on how propagames and other digital propaganda work. They operate as a part of digital authoritarianism, together with other forms of new soft propaganda, to legitimate populist authoritarian states around the world. “Propagames,” or games with propagandistic content, have been emerging in the past two decades.
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