Prominence of Brand-related Visual Graphic Contents in Advergames

By Anna Marie Cañete, Ming Chieh Hsu and Cheh-Ping Chen.

Published by The International Journal of Visual Design

Format Price
Article: Print $US10.00
Published online: April 4, 2014 $US5.00

The development of technology paved the way for advertising communications in various media. This has resulted in media and advertising clutter, a scenario that most consumers try to avoid. Consequently, some advertisers have developed unique advertising strategies and concepts. In recent years, advertisers have resorted to advergames to promote products because of their brand-immersive and brand-integrative qualities. Previous research suggests that various advergaming forms such as associative, illustrative, demonstrative, and combinative advergames contain varying degrees of brand immersive and integrative properties. However, little research has tackled various advergaming forms or the visual rhetoric of the brands they are promoting. Thus, the aim of this study is to classify existing advergames into their respective forms and convey the brand-related images contained in them. One hundred and nine advergames that were released from 2008 to 2012 were collected and examined. The concept of brand immersion presented in the three-step systemization model (Chen and Ringel 2001) is tested using the theory of visual rhetoric (Scott 1994, 265-268). The results suggest that product-related visuals such as inventive arguments (product promise) and product images show a relative relationship with advergames’ brand-immersive qualities. Specifically, brand-immersive advergames contain more prominent product images compared to less brand-immersive advergame forms. All advergame forms exhibited high frequencies of subtle brand/logo placements. Moreover, associative advergames prove that less brand-immersive advergames exhibit subtle brand-related images, both logo and product image. Therefore, the more brand-immersive an advergame is, the more it exhibits prominent product images; however, most advergame types widely utilize subtle brand prominence. Other variables, such as brand prominence and delivery arguments, show similar effects on the visuals across all advergame forms.

Keywords: Advergames, Brand-immersion, Visual Graphics

The International Journal of Visual Design, Volume 7, Issue 2, April 2014, pp.25-36. Article: Print (Spiral Bound). Published online: April 4, 2014 (Article: Electronic (PDF File; 401.961KB)).

Anna Marie Cañete

Graduate Student, Department of Information Communication, Yuan Ze University, Chungli, Taoyuan County, Taiwan

Asst. Prof. Ming Chieh Hsu

Assistant Professor, Department of Information Communication, Yuan Ze University, Chung Li, Taoyuan County, Taiwan

Assoc. Prof. Hsu is a professional major in graphic design, visual development, design management, multimedia integration, user center design, interface design and interaction design, whose recent studies focus on dynamic cooperate identity system design issues, interactive advertisements, e-magazine, and e-book issues.

Cheh-Ping Chen

Assistant Professor, Department of Management, Yuan Ze University, Chungli, Taoyuan County, Taiwan