CMST 3CY3 Lecture Notes - Lecture 4: Pocketbike Racer, Advertising In Video Games, Sneak King
28 Sep 2017
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Document Summary
Immersive, interactive games embedded with brand messages. billion/year industry (make a lot of $) 1 in 4 smartphone users plays games on phone. 83% of online/mobile gamers play using free apps/games. King games pack: pocketbike racer, big bumper, sneak king. Persuasion knowledge model: consumers develop knowledge about marketer"s motives and tactics. Shapes attitudes and thoughts about in uence agents. Helps them identify how, when, why persuasion attempts are made. Assistive intent - commercials tell you about thing) Persuasive intent - commercials try to make u buy things. Shift from understanding assistive intent to persuasive intent helps more critical/resistant. Limited processors: unable to use persuasion knowledge, even when prompted (usually <7 years old) Cued processors: need to promoted to retrieve persuasion knowledge (usually 7-11) Strategic processors: high level of persuasion knowledge and skills to retrieve and use knowledge (12+) Used to show that [media content] has stopped and had has started.
