Games as a form of communication have been examined by academics in the fields of game studies, narratology and media studies, among others, but the use of games to communicate advertising messages has not been adequately explored within the South African context. The study sought to investigate the phenomenon of advergaming, purpose-built games designed to communicate an advertising message, in South Africa, and to develop a model for the use of advergaming as a viral marketing tool in this context. Using a hybrid approach, the study examined the way that advertising agencies currently use advergames as well as the effectiveness of advergaming as a means to communicate a message. The study presents the results of a national survey of advertising agencies in South Africa, a content analysis of existing advergames and an analysis of three semi-structured group interview experiments conducted using selected advergames. The findings point to the potential of advergaming as a message communication tool, but also highlight the challenges that may hamper the widespread use of advergaming in South Africa. It proposes the use of the mobile environment as a means to reach a wider South African audience and in that way, overcome some of the obstacles to advergaming adoption. In addition, the results identify aspects of advergames that seem to correlate with the effectiveness of message communication.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:8417 |
| Date | January 2012 |
| Creators | Wright, Bianca Maria-Teresa |
| Publisher | Nelson Mandela Metropolitan University, Faculty of Arts |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Doctoral, DPhil |
| Format | 220 leaves, pdf |
| Rights | Nelson Mandela Metropolitan University |
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