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Advergames Content Analysis: Applying a Methodological Toolkit based on Ludology Principles

Theodorou, Lenia and Sirmakessis, Spiros (2009) Advergames Content Analysis: Applying a Methodological Toolkit based on Ludology Principles. In: Proceedings of the WebSci'09: Society On-Line, 18-20 March 2009, Athens, Greece. (In Press)

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Abstract

Advergames made their appearance more as an evolution of interactive advertising, than as actual games and adopted advertising structural rules more than game play structure. Nowadays, advergames tend to be more games than advertises and as so they must be methodologically approached and analyzed as games. Ludology focuses on understanding the structure, the elements and mechanism of the game. In this work we apply the principles of ludology to advergames and introduce the use of a methodological toolkit based on these principles. Advergames Content Analysis may adopt Ludology principles and use the methodological toolkits based on these principles but adaptation of the toolkit is needed in order to fit to advergame requirements.

Item Type:Conference or Workshop Item (Poster)
Uncontrolled Keywords:Advergames Ludology Content Analysis Methodology
Subjects:Web Science Events > Web Science 2009
ID Code:246
Deposited By: W S T Administrator
Deposited On:11 Mar 2009 00:24
Last Modified:25 Oct 2011 16:53

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