El videojuego como herramienta de comunicación publicitaria:una aproximación al concepto de advergaming
ISSN: 1989-600X
Année de publication: 2009
Número: 7
Pages: 141-166
Type: Article
D'autres publications dans: Comunicación: revista Internacional de Comunicación Audiovisual, Publicidad y Estudios Culturales
Résumé
The great success which video games enjoy nowadays has not gone unnoticed for the advertising sector, which has found in them a new advertising medium which, in addition, overcomes a great part of the problems that concern the traditional advertising in the 21st century. In this context, several ways to integrate advertising content in video games have appeared. With a pretension of conceptual demarcation and analysis of their application, this paper approaches all of them and, very specially, the one that is considered to be more specific and original: advergaming.