What is the influence of culture in advergame design?

22

Sep

What is the influence of culture in advergame design?

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Games are powerful tools that engage and motivate people to perform many different tasks. This opens a new paradigm for advertising and interactive marketing in a multicultural world.

In this scenario, advergames emerge as a way to connect with consumers through meaningful interactions. The challenge, however, is to understand such relationship in a cultural setting.

This is the main focus in this conceptual paper where we review significant studies involving advergame design and cross-cultural consumer behaviour. This led to the development of a conceptual framework for the analysis of advergame design on cross-cultural consumer behaviour.

The value and contribution of this paper lies in the framework and the new possibilities for studies that address cultural issues and games.

 

Reference: Wanick, Vanissa, Ranchhod, Ashok and Wills, Gary (2014) Advergames and meaningful experiences: towards a conceptual framework for contextual advergames for cross-cultural consumer behaviour. In, 4th INTERREG Conference Global Culture and Creativity: from Design to Innovation and Enterprise?, Winchester, GB.

Eprints: http://eprints.soton.ac.uk/id/eprint/371789

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