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.
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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- Faculties (pre 2018 reorg) > Faculty of Physical Sciences and Engineering (pre 2018 reorg) > Electronics & Computer Science (pre 2018 reorg) > Cyber Physical Systems (pre 2018 reorg)
Current Faculties > Faculty of Engineering and Physical Sciences > School of Electronics and Computer Science > Electronics & Computer Science (pre 2018 reorg) > Cyber Physical Systems (pre 2018 reorg)
School of Electronics and Computer Science > Electronics & Computer Science (pre 2018 reorg) > Cyber Physical Systems (pre 2018 reorg)
Current Faculties > Faculty of Engineering and Physical Sciences > School of Electronics and Computer Science > Cyber Physical Systems > Cyber Physical Systems (pre 2018 reorg)
School of Electronics and Computer Science > Cyber Physical Systems > Cyber Physical Systems (pre 2018 reorg) - Faculties (pre 2018 reorg) > Faculty of Engineering and the Environment (pre 2018 reorg) > Southampton Marine & Maritime Institute (pre 2018 reorg)
- Faculties (pre 2018 reorg) > Faculty of Physical Sciences and Engineering (pre 2018 reorg) > Electronics & Computer Science (pre 2018 reorg)
Current Faculties > Faculty of Engineering and Physical Sciences > School of Electronics and Computer Science > Electronics & Computer Science (pre 2018 reorg)
School of Electronics and Computer Science > Electronics & Computer Science (pre 2018 reorg) - Faculties (pre 2018 reorg) > Faculty of Business, Law and Art (pre 2018 reorg) > Winchester School of Art (pre 2018 reorg)
Current Faculties > Faculty of Arts and Humanities > Winchester School of Art > Winchester School of Art (pre 2018 reorg)
Winchester School of Art > Winchester School of Art (pre 2018 reorg) - Faculties (pre 2018 reorg) > Faculty of Business, Law and Art (pre 2018 reorg) > Winchester School of Art (pre 2018 reorg) > Graphics, Fine Art & Media (pre 2018 reorg)
Current Faculties > Faculty of Arts and Humanities > Winchester School of Art > Winchester School of Art (pre 2018 reorg) > Graphics, Fine Art & Media (pre 2018 reorg)
Winchester School of Art > Winchester School of Art (pre 2018 reorg) > Graphics, Fine Art & Media (pre 2018 reorg)
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