Made available in DSpace on 2014-06-12T16:01:26Z (GMT). No. of bitstreams: 2 arquivo8979_1.pdf: 1387429 bytes, checksum: 5ce657f7199e551463ee6e6c9937ac3b (MD5) license.txt: 1748 bytes, checksum: 8a4605be74aa9ea9d79846c1fba20a33 (MD5) Previous issue date: 2009 / Esta dissertação foca no estudo da metodologia ágil de gerenciamento de projetos Scrum e sua adoção na fabricação de advergames, que é um tipo de jogo digital que tem como objetivo principal a divulgação de publicidade ao jogador. Para tanto, foi feita uma pesquisa em uma empresa de referência nesse ramo de atividade. A pesquisa foi realizada com o objetivo de analisar a suposição de que a metodologia ágil Scrum pode ser realmente adotada na fabricação de advergames para contribuir com a eficiência e eficácia organizacional. Desse objetivo demos título à dissertação: Adequação da Metodologia Ágil Scrum à Produção de Advergames. Deu suporte à pesquisa e aos resultados da mesma o estudo do marco teórico de outras metodologias tradicionais e ágeis (RUP, XP, Scrum, cascata) em comparação com a metodologia que foi objeto principal da pesquisa no trabalho e como acontece o processo de desenvolvimento de jogos digitais. Após análise dos resultados obtidos, onde apresentamos evidências que indicam que o uso da metodologia Scrum pode ser adequado ao processo de fabricação de advergames, concluímos o trabalho com nossas considerações finais sobre o assunto, sugestões para trabalhos futuros que poderão ser realizados em complementação à dissertação e discorremos sobre a principal limitação da presente dissertação

Submitted by Amanda Silva (amanda.osilva2@ufpe.br) on 2015-03-09T13:57:03Z No. of bitstreams: 2 felipe- versão com abstract.pdf: 2628044 bytes, checksum: 9ec933b5cb7508d74a581a10bb044d16 (MD5) license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) / Made available in DSpace on 2015-03-09T13:57:03Z (GMT). No. of bitstreams: 2 felipe- versão com abstract.pdf: 2628044 bytes, checksum: 9ec933b5cb7508d74a581a10bb044d16 (MD5) license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Previous issue date: 2012-02-28 / Propostas comerciais são documentos utilizados por prestadores de serviço para apresentar novos produtos a um potencial cliente. No APL-PE de jogos digitais, sua empresa especialista em advergames - jogos utilizados em campanhas publicitárias - mais antiga, com 11 anos, é a Jynx Playware, que prospecta novos negócios através de propostas comerciais. No entanto, os documentos deste tipo produzidos pela empresa não possuem a efetividade desejada, resultando em uma baixa aprovação de projetos. Através da análise bibliográfica sobre propostas comerciais, viu-se que o documento deve ir além da descrição técnica do produto, apresentando ao cliente as razões que levaram o prestador a propor tal solução. Neste caso, as informações presentes em diversos métodos de design, utilizados na etapa de exploração do problema, podem ser incorporadas às propostas comerciais de advergames. Desta forma espera-se justificar a escolha da solução e apresentar ao cliente como ela irá atuar na solução de seu problema. Como resultado deste trabalho, foi gerado um modelo de propostas comerciais de advergames, que utiliza informações colhidas nas técnicas de exploração do problema [1] Análise de Similares e [2] Personas, para embasar o conceito do jogo apresentado. Como resultado da utilização do modelo na Jynx Playware, durante um período de 10 meses, houve um aumento no percentual de aprovação das propostas comerciais, o que mostra que o uso de métodos de design aparentemente é eficaz para gerar propostas comerciais de advergames mais efetivas.

Every passing year is witness to increases in Internet use among younger populations. The amount of time spent online among children ages two to 11 is increasing at a faster rate than that of the entire online population. The rise in Internet use among children has resulted in marketing and advertising efforts aimed at increasing brand awareness, involvement and immersion. The use of branded entertainment and advergames is a popular practice when attempting to increase brand awareness and loyalty among children. Advergames offer a combination of entertainment and advertising that are designed to appeal to younger populations that have difficulty distinguishing persuasive messages from entertainment content. Past research on parental attitudes towards children’s television advertising indicates parenting style influences subsequent attitudes towards advertisements. The purpose of this study, utilizing parental socialization theory, examines parenting style and how it affects attitudes towards children’s advergaming. This study analyzes results from a nationwide online survey (N=214) and examines differences between authoritarian, authoritative, neglecting, and indulgent parents in their attitudes towards children’s advergaming. Findings indicate that differences in attitudes towards advergaming do exist among the four parenting styles in the hypothesized direction yet these differences were not significant.

Every passing year is witness to increases in Internet use among younger populations. The amount of time spent online among children ages two to 11 is increasing at a faster rate than that of the entire online population. The rise in Internet use among children has resulted in marketing and advertising efforts aimed at increasing brand awareness, involvement and immersion. The use of branded entertainment and advergames is a popular practice when attempting to increase brand awareness and loyalty among children. Advergames offer a combination of entertainment and advertising that are designed to appeal to younger populations that have difficulty distinguishing persuasive messages from entertainment content. Past research on parental attitudes towards children’s television advertising indicates parenting style influences subsequent attitudes towards advertisements. The purpose of this study, utilizing parental socialization theory, examines parenting style and how it affects attitudes towards children’s advergaming. This study analyzes results from a nationwide online survey (N=214) and examines differences between authoritarian, authoritative, neglecting, and indulgent parents in their attitudes towards children’s advergaming. Findings indicate that differences in attitudes towards advergaming do exist among the four parenting styles in the hypothesized direction yet these differences were not significant.

This study examines brand customization in advergames and its effects on brand memory, game enjoyment, and attitudes gamers form toward the embedded brand. This study also tests for interactions between individuals’ locus of control and brand customization on the measured variables. A 2(customization) x 2(locus of control) experimental design was used. Subjects (N=60) were invited to a laboratory and the car racing game Gran Turismo 3™ was used as the advergame. Participants completed a questionnaire before and after treatment exposure, t-tests were calculated to test the hypotheses, and ANOVAs were run to examine all research questions. Findings suggest that individuals who customize the brand during gameplay recall the brand almost four times as much as individuals who don’t customize the brand. Results also reveal that subjects under the no customization condition negatively described the brand twice as much as subjects under the customization condition. Furthermore, a significant interaction between individuals’ locus of control and brand customization on brand recall was detected. There were no significant differences in attitude toward the brand and game enjoyment due to brand customization. Finally, the data didn’t demonstrate significant interactions between individuals’ locus of control and brand customization for game enjoyment and brand attitude. / text

The title of the study is “The use of advergames in creating online consumer engagement. A casestudy of LEGO.” In this study the concept of using advergames in creation of online consumerengagement will be explored. In order to narrow the scope of the study two research questionswere established: What are the elements of advergames that drive online consumer engagement?;How are advergames currently used by the market leading company in its marketing campaignsin order to create online consumer engagement? The outcome of the research can help deepenthe current knowledge of scholars and practitioners in their communication and brand buildingevolving advergames and the creation of customer engagement in this area.In order to gain more knowledge of online consumer engagement and advergames, numerousliterary sources were used such as: papers, articles, books, and annual reports of LEGO. Thecollected data is supported by a vary of interviews with employees of LEGO from differentdepartments.After analysis of the collected data and linking it to the theoretical framework numerousconclusions can be drawn to answer the initial research questions. First, the attributes thatstimulate advergames in creating online consumer engagement are the Unique SellingProposition (technical features such as: the technical platform, game type, dimensions, genre,prominence of advertising and congruity of brand and game) and the Emotional SellingProposition (representation elements such as audiovisual style, narration, procedural rhetoric).Currently, LEGO integrates digital games in their integrated marketing approach, linking themtightly connected to certain real life products. On the other hand, the importance of advergamesis growing as the study has identified that more and more company’s target customers (children)are moving towards digital entertainment specifically related to mobile technologies. For this, thecompany tries to create engagement and awareness by using advergames. The company tries toreach the light user group through storytelling and the middle to heavy user group throughadvanced technical elements of the games.The limitations of the study is in particular the fact that the cases were taken from one company,one product market and one target consumer group means that the results of the study should beconsidered carefully when applying for other companies, product markets and consumer groups.Secondly, the qualitative method of research means that it is heavily dependent on the individualskills of the researchers and more easily influenced by the researchers’ personal biases andpeculiarity.

Submitted by Erika Demachki (erikademachki@gmail.com) on 2017-05-29T17:37:38Z No. of bitstreams: 2 Tese - Jordana Falcão Tavares - 2017.pdf: 5210738 bytes, checksum: b594acadde1fc96fb1f7af96c7eb2f14 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2017-05-30T10:38:38Z (GMT) No. of bitstreams: 2 Tese - Jordana Falcão Tavares - 2017.pdf: 5210738 bytes, checksum: b594acadde1fc96fb1f7af96c7eb2f14 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2017-05-30T10:38:38Z (GMT). No. of bitstreams: 2 Tese - Jordana Falcão Tavares - 2017.pdf: 5210738 bytes, checksum: b594acadde1fc96fb1f7af96c7eb2f14 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2017-04-26 / This investigation, developed between 2013 and 2016, try to understand the concept of youth and its media representation taking as theoretical support reflexions of Visual Culture Education. To perform field work was chosen an artifact that is increasingly present in young's lifes: videogames, specifically, advergames, electronic games designed to promote brands or productsThe field work was planned to allow the interaction of the young participants with the advergame "More Fanta, more fun" and Fanta advertising campaigns in order to examine the understandings builded by the media around the idea of being young. The group was formed by 14 students, aged between 10 and 16 years. They were studied at a public school placed in a peripheral region of Goiânia.They gave opinions about the narratives and characters of the games, as well as about technology, consumption and the notion of youth. The topics discussed at meetings with the group are also the body of this investigation, divided into five chapters. The first chapter presents the reader to the concepts of game and advergame. The second discusses principles that underlie the relationship between games and education. The methodology is described and detailed in the third chapter including fieldwork and a netnography on the virtual space of the games. The concept of youth is addressed and discussed in chapter four. The fifth and final chapter consists of the analysis of the lines of young research staff. It is worth mentioning that the conclusion is an arrangement that took into account the characteristics of the Group of participants, but especially the various changes imposed to the initial planning of the research by changing its course. / Esta investigação, desenvolvida entre 2013 e 2016, busca entender o conceito de juventude e sua representação na mídia tomando como suporte teórico reflexões do campo da Educação da Cultura Visual. Para realizar a pesquisa de campo foi escolhido um artefato cada vez mais presente na vida dos jovens: os videogames, mas especificamente, os advergames, jogos eletrônicos desenvolvidos para divulgar marcas ou produtos. O trabalho de campo foi planejado de modo a proporcionar a interação dos jovens participantes com o advergame “Mais Fanta, mais diversão” e as campanhas publicitárias de Fanta com o intuito de examinar seus entendimentos sobre as construções midiáticas em torno da ideia de ser jovem. O grupo foi formado por 14 estudantes de uma escola pública da região periférica de Goiânia com idades entre 11 e 16 anos que opinaram sobre as narrativas e personagens dos jogos, bem como sobre tecnologia, consumo e a noção de juventude. Os temas discutidos nos encontros com os colaboradores constituem também o corpo desta investigação, organizada em cinco capítulos. O primeiro, apresenta o leitor aos conceitos de jogo e advergame. O segundo capítulo, discute princípios que fundamentam a relação entre jogos e educação. A metodologia é descrita e detalhada no terceiro capítulo incluindo o trabalho de campo e uma netnografia sobre o espaço virtual dos jogos. O conceito de juventude é abordado e discutido no capítulo quatro. O quinto e último capítulo é composto pela análise das falas dos jovens colaboradores da investigação. Vale ressaltar que a conclusão é um arranjo contingente que levou em consideração as características do grupo de participantes, mas, especialmente, as várias mudanças que se impuseram em relação ao planejamento inicial da pesquisa alterando seu curso.

Studien diskuterar hur spelifierad reklam, ett så kallat advergame som kombinerar spel ochreklam, kan påverka användarnas engagemang på en plattform såsom Youtube. En prototypskapades med målet att illustrera hur spelifierad reklam på en videoplattform kan se ut. Studiensavsikt är att få en förståelse för hur användarnas attityd till reklam påverkar och influerar derasengagemang till att interagera med ett advergame på en videoplattform. Vidare är studiens syfteatt utvärdera vilka spelelement som påverkar användares engagemang i ett advergame. Studienanvände sig av kvalitativa metoder samt prototyputveckling. Prototypen utvecklades under tvåiterationer och det genomfördes även fyra användbarhetstester för att förbättra prototypen.Därefter testades prototypen i en fokusgrupp och i tre par-intervjuer. Intervjuerna genomfördespå plats i två städer i sydvästra Skåne. Resultatet bidrog med insikter om hur personerinteragerar med digital reklam och deras tankar kring ett advergame. Responsen frånintervjuerna indikerade att det inte är lämpligt att använda advergames på en videoplattform pågrund av att det stör användarens intention till varför de är på Youtube. Vidare dras slutsatsenatt spelelement som ledartavla, poäng och medaljer främjar engagemang och uppmuntraranvändaren till att interagera med ett advergame. För att få ett tydligare resultat hade det krävtsytterligare prototyputveckling samt tester och intervjuer. / The study discusses how gamified ads, a so-called advergame that combines game andadvertising, can affect user engagement on a platform like Youtube. A prototype was createdwith the aim of illustrating how gamified advertising on a video platform can be portrayed. Thepurpose of the study is to gain a better understanding regarding users' attitude towardsadvertising and how it influences their engagement to interact with an advergame on a videoplatform. Further, the intention of the study is to evaluate which game elements affect users’engagement on an advergame. The study consisted of qualitative methods and prototypedevelopment. The prototype was developed over two iterations and four usability tests were alsoconducted to improve the prototype. The prototype was then tested in a focus group and in threeinterviews made up of pairs. The interviews were held on site in two cities in southwest Skåne.The result contributed insights into how people interact with digital advertising and theirthoughts about an advergame. The response from the interviews indicated that it is notappropriate to use advergames on a video platform because it interferes with the user's intentionas to why they are on Youtube. Furthermore, it is concluded that game elements such asleaderboards, points and medals promote engagement and encourage the users to interact withan advergame. To get a clearer result, further prototype development as well as tests andinterviews are required.