<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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.</p></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.

Playful Persuasion

Ph.D., The Danish Film Institute, Copenhagen,

Ph.D., Associate Professor, Department of International Culture and Communication Studies, Copenhagen Business School, Frederiksberg,

Nordicom Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"subtitle":"The Rhetorical Potential of Advergames","article-title":"Playful Persuasion"}

The use of video games for advertising purposes is persuasive communication which directly involves the recipient in the construction of an argument. This form...

Playful Persuasion

Published Online: Feb 07, 2017

Page range: 53 - 68

DOI: https://doi.org/10.1515/nor-2017-0151

Keywords
video games, rhetoric, advertising, persuasion

© 2009 Jonas Heide Smith et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Playful Persuasion

Published Online: Feb 07, 2017

Page range: 53 - 68

DOI: https://doi.org/10.1515/nor-2017-0151

Keywordsvideo games, rhetoric, advertising, persuasion

© 2009 Jonas Heide Smith et al., published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
video games, rhetoric, advertising, persuasion