Analyzing advergames: active diversions or actually deception. An exploratory study of online advergames content

Analyzing advergames: active diversions or actually deception. An exploratory study of online... Purpose – The purpose of this paper is to review the nature of advergames and the rhetoric versus reality of their claimed effects and effectiveness, focusing specifically on their use by children. Design/methodology/approach – A content analysis of major web sites that are likely to have particular appeal to children and an evaluation in order to determine whether the material contained in these sites would be permitted if similar codes of practice, as for other media, would be applied to internet sites. Findings – The paper finds that the majority of web sites do not comply with the existing broadcasting codes of practice for mainstream advertising. Research limitations/implications – The study is exploratory in nature and the sample size limited. Practical implications – As the paper suggests that advertisers should critically examine the content of their web sites and open the debate about what constitutes acceptable online behavior. Originality/value – The paper offers insights about the content of advergames in practice and the potential problems associated with regulation of advertising in different media forms, especially new and evolving media forms. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers: Insight and Ideas for Responsible Marketers Emerald Publishing

Analyzing advergames: active diversions or actually deception. An exploratory study of online advergames content

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Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1747-3616
DOI
10.1108/17473610910940783
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to review the nature of advergames and the rhetoric versus reality of their claimed effects and effectiveness, focusing specifically on their use by children. Design/methodology/approach – A content analysis of major web sites that are likely to have particular appeal to children and an evaluation in order to determine whether the material contained in these sites would be permitted if similar codes of practice, as for other media, would be applied to internet sites. Findings – The paper finds that the majority of web sites do not comply with the existing broadcasting codes of practice for mainstream advertising. Research limitations/implications – The study is exploratory in nature and the sample size limited. Practical implications – As the paper suggests that advertisers should critically examine the content of their web sites and open the debate about what constitutes acceptable online behavior. Originality/value – The paper offers insights about the content of advergames in practice and the potential problems associated with regulation of advertising in different media forms, especially new and evolving media forms.

Journal

Young Consumers: Insight and Ideas for Responsible MarketersEmerald Publishing

Published: Mar 13, 2009

Keywords: Advertising; Video games; Children (age groups); Internet; Regulation

References

  • Eating trends: adapting to kid's lifestyles
    Clarke, B.
  • Major influence factors in children's consumer socialization
    Dotson, M.J.; Hyatt, E.M.
  • What do youth marketers think about selling to kids?
    Geraci, J.C.
  • Understanding and analysing activity and learning in virtual communities
    Henri, F.; Pudelko, B.
  • Children and the changing world of advertising
    Moore, E.S.
  • Conceptualizing media enjoyment as attitude: implications for mass media effects research
    Nabi, R.L.; Krcmer, M.

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