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

Teresa de la Hera Conde-Pumpido (Utrecht University, The Netherlands)
Copyright: © 2014 |Pages: 70
EISBN13: 9781466673458|DOI: 10.4018/978-1-4666-6206-3.ch004
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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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