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Six Factors That Determine the Conceptualization of Persuasive Strategies for Advergames: The Case Study of “Tem de Tank”

Six Factors That Determine the Conceptualization of Persuasive Strategies for Advergames: The Case Study of “Tem de Tank”

Teresa de la Hera Conde-Pumpido
Copyright: © 2017 |Pages: 15
ISBN13: 9781522517931|ISBN10: 1522517936|EISBN13: 9781522517948
DOI: 10.4018/978-1-5225-1793-1.ch026
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MLA

Conde-Pumpido, Teresa de la Hera. "Six Factors That Determine the Conceptualization of Persuasive Strategies for Advergames: The Case Study of “Tem de Tank”." Advertising and Branding: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2017, pp. 572-586. https://doi.org/10.4018/978-1-5225-1793-1.ch026

APA

Conde-Pumpido, T. D. (2017). Six Factors That Determine the Conceptualization of Persuasive Strategies for Advergames: The Case Study of “Tem de Tank”. In I. Management Association (Ed.), Advertising and Branding: Concepts, Methodologies, Tools, and Applications (pp. 572-586). IGI Global. https://doi.org/10.4018/978-1-5225-1793-1.ch026

Chicago

Conde-Pumpido, Teresa de la Hera. "Six Factors That Determine the Conceptualization of Persuasive Strategies for Advergames: The Case Study of “Tem de Tank”." In Advertising and Branding: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 572-586. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-1793-1.ch026

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Abstract

In this chapter, I define six factors that determine the conceptualization of persuasive strategies for advergames. Advergames are understood here as “digital games specifically designed for a brand with the aim of conveying an advertising message” (De la Hera Conde-Pumpido, In Press). These six factors have been used for the analysis of the advergame Tem de Tank (DDB Amsterdam & Flavour, 2010), which was launched in 2010 by Volkswagen to introduce the Volkswagen Polo BlueMotion. The reason for selecting this game as a case study for this chapter is that, although the advergame's goals were properly defined, the game contains, in my opinion, a series of problems in terms of persuasion. Therefore, this game is a perfect case study to exemplify how the factors presented here can be useful to identify problems in the persuasive strategy of an advergame.

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