The issue of children in promotional message in computer game

• Authors: Magdalena Hofman-Kohlmeyer
• Languages of publication: EN

Abstracts

EN

The growing ranks of enterprises decided to make use of various type of in game promotions in their marketing strategy. Vast part of this promotional message is geared toward children and adolescent. There are a two important issue to bring up. Firstly, how children understand the promotional message featured in game environment and whether it is really effective marketing tool. Secondly, what are current ethical and legal problems and concerns about this new means of marketing communications targeting children? The analysis of literature review indicates that there is a real dilemma how to create a successful promotion in compliance with ethics and legal framework.

Keywords

EN

advergame; children; in game advertising

• Publisher: Scientific Publishing House „DARWIN”
• Journal: World Scientific News
• Year: 2016
• Volume: 57
• Pages: 137-147

Contributors

author

Magdalena Hofman-Kohlmeyer

• Faculty of Informatics and Communication, University of Economics in Katowice, Poland

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• Document Type: article