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Advergames e influências culturais no comportamento do consumidor: uma análise do papel dos heróis, símbolos, rituais e experiências contextuais

Advergames e influências culturais no comportamento do consumidor: uma análise do papel dos heróis, símbolos, rituais e experiências contextuais
Advergames e influências culturais no comportamento do consumidor: uma análise do papel dos heróis, símbolos, rituais e experiências contextuais
This article aims to explore prospects for the analysis of the design of advergames for consumers in different countries and cultures. Advergames are games designed around a persuasive message, which addresses different experiences, narratives and interfaces to different audiences. However, considering the global perspective of advertising, there is little research in the area of cross-cultural advergaming design. Thus, based on studies of advertising, marketing and design across cultures, a system of cultural perspectives is discussed, exploring elements such as heroes, symbols, rituals and contextual experiences inside and outside the advergame. To illustrate this aspect, we reviewed the literature in cultural studies and analysed the advergame Vem Ser Brasil, from the Brazilian brand Guarana Antarctica.
Wanick Vieira, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Ranchhod, Ashok
4502275c-3dca-4c29-a2cb-3a0356e4de0e
Wills, Gary
3a594558-6921-4e82-8098-38cd8d4e8aa0
Wanick Vieira, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Ranchhod, Ashok
4502275c-3dca-4c29-a2cb-3a0356e4de0e
Wills, Gary
3a594558-6921-4e82-8098-38cd8d4e8aa0

Wanick Vieira, Vanissa, Ranchhod, Ashok and Wills, Gary (2015) Advergames e influências culturais no comportamento do consumidor: uma análise do papel dos heróis, símbolos, rituais e experiências contextuais. At XXXVIII Congresso Brasileiro de Ciências da Comunicação XXXVIII Congresso Brasileiro de Ciências da Comunicação, Rio de Janeiro, Brazil. 04 - 07 Sep 2015. 14 pp.

Record type: Conference or Workshop Item (Paper)

Abstract

This article aims to explore prospects for the analysis of the design of advergames for consumers in different countries and cultures. Advergames are games designed around a persuasive message, which addresses different experiences, narratives and interfaces to different audiences. However, considering the global perspective of advertising, there is little research in the area of cross-cultural advergaming design. Thus, based on studies of advertising, marketing and design across cultures, a system of cultural perspectives is discussed, exploring elements such as heroes, symbols, rituals and contextual experiences inside and outside the advergame. To illustrate this aspect, we reviewed the literature in cultural studies and analysed the advergame Vem Ser Brasil, from the Brazilian brand Guarana Antarctica.

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More information

Published date: 4 September 2015
Venue - Dates: XXXVIII Congresso Brasileiro de Ciências da Comunicação, Rio de Janeiro, Brazil, 2015-09-04 - 2015-09-07
Organisations: Electronics & Computer Science, Winchester School of Art

Identifiers

Local EPrints ID: 387092
URI: https://eprints.soton.ac.uk/id/eprint/387092
PURE UUID: 6492822f-4ad5-445c-97f2-381639ca971e
ORCID for Vanissa Wanick Vieira: ORCID iD orcid.org/0000-0002-6367-1202
ORCID for Ashok Ranchhod: ORCID iD orcid.org/0000-0003-4269-8825
ORCID for Gary Wills: ORCID iD orcid.org/0000-0001-5771-4088

Catalogue record

Date deposited: 18 Feb 2016 11:43
Last modified: 06 Jun 2018 13:03

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Contributors

Author: Ashok Ranchhod ORCID iD
Author: Gary Wills ORCID iD

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