Rhetoric of Advergames

Rhetoric of Advergames

Pratibha Kumari Singh (Ansal University, India)
Copyright: © 2019 |Pages: 20
DOI: 10.4018/978-1-5225-6064-7.ch003

Abstract

Advergames bring newness and engage better with customers. However, there is debate among marketers and communication experts as to how this tool could be exploited in the field of advertising and positioning of brands to the best of their advantage. The chapter thus aims to present arresting qualities of advergames under the rubric of rhetoric and claims that a deeper and meaningful understanding of multimodal rhetoric is needed to design and create these games. Further, to understand the working of these games and how they engage with the users, two advergames have been analyzed using multimodal analysis method, and a multimodal rhetorical framework (MRF) has been proposed for the perusal of marketers and communication experts to use as per their need and discretion.
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Introduction

Advergames bring newness and engage better with the customers. However, there is debate among marketers and communication experts as to how these tools could be exploited in field of advertising and positioning of brands to the best of their advantage. The present chapter thus aims to present arresting qualities of advergames under the rubric of rhetoric and claims that a deeper and meaningful understanding of multimodal rhetoric is needed to design and create these games. Further, to understand the working of these games and how do they engage with the users, two advergames have been analyzed using multimodal analysis method and a Multimodal Rhetorical Framework (MRF) has been proposed for the perusal of marketers and communication experts to use as per their need and discretion.

Since ancient times, the art of rhetoric, through its means of powerful linguistic devises has enabled the young men to compose and deliver winning arguments. Times have changed now, however. Traditional media such as newspaper, brochure, pamphlets, flyers, etc are still popular, though no more absorbing and engaging as compared to visual medium. With the advent of internet and social media, customers of today have become more aware, brand conscious, ready to pay for the product, but aspire to be well informed to get services worth of the payment made. Amidst such competitive environments, gauging the attention of potential customers comes as one of the biggest challenges for the marketers. What comes as a panacea for them is better engagement through advertisements. Therefore, communication experts and marketers are ever engaged in devising innovative and creative strategies to woo potential customers and convert them into loyal consumers. The art of persuasion thus lies at the heart of marketing.

Can advergames, thus become the new tool to win the customers? The present chapter thus focuses on highlighting those aspects of advergames that present it as one of the most powerful, persuasive communication tools and media devises on the online world of today that pushes it to become a prime choice for advertisers in days to come. Integrated into the game, advergames aim to promote a brand, product or marketing message though an online video game. The popularity is expected to grow in days to come since there is increase in number of people doing online shopping and since advergames are strategic moves by the marketers that are designed with the purpose to increase the brand awareness and sales of the product, they seem to be the most prominent choice for the communication experts of today. If an ad of Bournvita can convince the children that the drink can make them win any competition, what if, they themselves engage through a game and win a competition. However, important for organisations and marketing experts is to design and innovate strong and meaningful games that can engage the customers and convert them into permanent users. Different mediums need to be used and exploited and so is the case with selling techniques.

Key Terms in this Chapter

Multimodal Analysis: The theory of multimodality describes communication process from semiotic understanding; the multimodes include textual, aural, gestural, spatial, or visual.

Persuasion: In terms of internet marketing, the ways contents are designed on the web page that decide how effective they are in luring the customers to purchase the products come under the purview of persuasion.

Rhetoric: Concerned with the content and form of language, the subject of rhetoric exploits the possible choices at each level of language to build the strongest and the most persuasive argument keeping the audience and message in mind. The subject studies the effectiveness of language with focus on what and how of message.

Advergames: Etymologically, advergames represent hybrid of advertisement and gaming. Created, used, and promoted by companies, advergames engage the audience through video games with the sole purpose of promotion, positioning, and branding of a company or its products.

Social media: Based on Web 2.0, social media is an interactive and engaging platform that is internet-based and allows sharing of information, interests through virtual communities and networks. Use of social media such as Facebook, blogging, and Instagram are highly exploited by marketers to promote and position their brand these days since they involve low cost and promote viral marketing of the product(s).

Communication Tools: Communication is a dynamic culture- and society-centric process. With the upsurge in available means of persuasion with online marketing, marketers find it challenging to use the perfect blend of communication tools to promote and position their products that can build their loyalty in minds of customers and engage them effectively for longer relationship building. While traditional communication tools such as newspapers, advertisements, and flyers are still used, new tools such as advergames have started creating their own niche in the market.

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