The video game as an advertising medium: an approach to the study of advergaming in brands foods aimed at children in Spain.
Keywords:
advergaming, web, brands, advertising, children.
Abstract
This work is the study of the emerging strategy of communication called advergaming. Also known as «advertising video games», they are used by many brands in the U.S., and now they are being exported to the European market. For this reason, the overall objective of this work is to conduct an investigation to study the proliferation of such unconventional means of communication, little known in our country, in a particular sector such as the food for children.Downloads
Download data is not yet available.
Article download
Crossmark
How to Cite
González Díaz C. y Francés Barceló M. T. (2011). The video game as an advertising medium: an approach to the study of advergaming in brands foods aimed at children in Spain. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 5(1), 223-247. https://doi.org/10.5209/rev_PEPU.2011.v5.n1.36931
Issue
Section
Articles
License
In order to support the global exchange of knowledge, the journal Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
