![]() ![]() We aim to find out (i) whether subliminal marketing communication causes recognition effects and (ii) whether pictorial logos differ from textual logos in the size of the effect they generate. Therefore, our experimental study (N = 143) focuses on marketing communication effects of subliminally presented brand logos. Subliminal communication can theoretically be expected to overcome (part) of that problem. Since the game task in shooter games requests players to strictly focus on objects that can pose a threat, that game genre seems especially problematic for in-game advertising. Box 3917, 4800 DX Breda, The NetherlandsĪbstract: An array of studies has shown that games can be suitable for marketing communication - but that not all game genres can be expected to be equally successful in generating advertising effects. Box 3917, 4800 DX Breda, The Netherlands ' Academy for Digital Entertainment, NHTV Breda University of Applied Sciences, Mgr. PeetersĪddresses: Academy for Digital Entertainment, NHTV Breda University of Applied Sciences, Mgr. Nuijten Anouk De Regt Licia Calvi Allerd L. Title: Subliminal advertising in shooter games: recognition effects of textual and pictorial brand logosĪuthors: Koos C.M.
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