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Playful Persuasion. The Rhetorical Potential of Advergames

Abstract
The use of video games for advertising purposes is persuasive communication which directly involves the recipient in the construction of an argument. This form is becoming increasingly common, and the present article explores the phenomenon of game-based advertising. We begin by discussing the increased reliance on participatory and digital rhetoric. We then proceed to examine game-based persuasion in light of rhetorical theory, and we propose an analytical model for such games which is applied to three sample games. The analytical model takes into account the degree to which the game makes a self-contained argument, the degree to which the product or service is integrated into the game, and whether the game goal and learning goal overlap. Finally, we discuss perspectives for the integration of communication studies and game studies.
Publisher
Nordic Council of Ministers, Nordicom
Citation
Nordicom Review 30 (2009) 2, pp. 53-68
URI
http://hdl.handle.net/2077/37490
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  • Books / Böcker
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pdf (768.2Kb)
Date
2009-11
Author
Jonas Heide, Smith
Editor
Carlsson, Ulla
Keywords
video games
rhetoric
advertisingpersuasion
persuasion
Publication type
article, peer reviewed scientific
Language
eng
Metadata
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