Understanding the role of heroes, rituals and symbols in advergame design across cultures
Advergames are games created around a persuasive message, usually related to a brand. The main challenge for designers and marketers is to situate such messages in different cultures. It is possible that the same advergame does not have the same impact for people from different cultural backgrounds.
This paper aims to address issues related to the role of heroes, rituals and symbols, derived from cross-cultural consumer behaviour, in advergame design. We analyse the main cultural elements in a Brazilian advergame from the brand Guarana Antarctica and we discuss the results proposing a new way to study culture and advergames. It is important to mention that the paper was written in Brazilian Portuguese and presented at a Brazilian conference.
Reference: Wanick, Vanissa, Ranchhod, Ashok and Wills, Gary (2015) Advergames e influências culturais no comportamento do consumidor: uma análise do papel dos heróis, símbolos, rituais e experiências contextuais. In, XXXVIII Congresso Brasileiro de Ciências da Comunicação, Rio de Janeiro, Brazil, Intercom, 14pp.