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The promotion and marketing of video games

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The Promotion and Marketing of Video Games GCSE Media Studies Set Topic 2013-14
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Page 1: The promotion and marketing of video games

The Promotion and Marketing of Video

GamesGCSE Media Studies Set Topic 2013-14

Page 2: The promotion and marketing of video games

Top Ten Video Games 2012 Call of Duty: Black Ops II – Activision FIFA 13 - Electronic Arts Assassin's Creed III – Ubisoft Halo 4 – Microsoft Hitman Absolution - Square Enix Just Dance 4 – Ubisoft Far Cry 3 – Ubisoft FIFA 12 - Electronic Arts The Elder Scrolls V: Skyrim – Bethesda Borderlands 2 - 2K Games

Page 3: The promotion and marketing of video games

How are video games promoted and marketed? In your books, list as many strategies

and methods for promoting and marketing video games as you can think of.

Page 4: The promotion and marketing of video games

How are video games promoted and marketed? print advertisements large posters/billboards trailers television

advertisements websites use of social

networking

merchandise press releases previews/reviews public

appearances/premiers celebrity endorsement

Page 5: The promotion and marketing of video games

The Key Concepts

Media

Language

Representation

Audience

Institutions

Key Concepts

Page 6: The promotion and marketing of video games

Applying the key concepts to a promotional campaign Just Dance 4 - Ubisoft

Page 7: The promotion and marketing of video games
Page 8: The promotion and marketing of video games
Page 9: The promotion and marketing of video games
Page 11: The promotion and marketing of video games

How does the Just Dance 4 trailer use media language and representation to promote the game?

Page 12: The promotion and marketing of video games

How does the Just Dance 4 trailer use media language and representation to promote the game?Features of media language Camera

Angle Shots Movement

Mis-en-scene Editing Sound

Representations?

Page 13: The promotion and marketing of video games

Iconography – the Just Dance brand

Page 14: The promotion and marketing of video games

Planning your answer

Focus on one key point in each paragraph Ensure each paragraph refers back to the

question Ensure each paragraph uses media

terminology Use specific examples from the text

Page 15: The promotion and marketing of video games

Feedback from Just Dance 4 trailer analysis How does the Just Dance 4 trailer use media

language and representation to promote the game? All of you explained what the media language was Most of you explained what the representations

were Some of you explained how the media language

and representations helped to promote the game

Page 16: The promotion and marketing of video games

Feedback from Just Dance 4 trailer analysis How does the Just Dance 4 trailer use media

language and representation to promote the game? All of you explained what the media language was Most of you explained what the representations

were Some of you explained how the media language

and representations helped to promote the game

Page 17: The promotion and marketing of video games

Appealing to audiencesAudience theory in relation to video game promotion

Page 18: The promotion and marketing of video games

Uses and Gratifications Theory This theory states that audiences are attracted to

media texts that are USEFUL or which provide them with some GRATIFICATION (pleasure)

Blumler and Katz (1979) theorised that these uses and gratifications fell into four categories: Diversion – something to pass the time Personal Relationships – something which allows you to

make more productive friendships, for example by giving you something to talk to your friends about

Personal Identity – something which allows you to define who you are

Surveillance – something which allows you to find out about the world around you

Page 19: The promotion and marketing of video games

Uses and Gratifications Theory David Morley (1991) argued that there were

five types of uses and gratifications: Cognitive (learning – the text helps you find out

something) Affective (the text affects you and provides

emotional satisfaction) Tension Release (the text allows you to relax or let off

steam) Personal Integrative (the text helps you to define

your own personal identity) Social Integrative (the text helps you with social

interactions e.g. by providing a topic of conversation or way or interacting with others)

Page 20: The promotion and marketing of video games

Richard Dyer’s Utopian Solutions

“Utopia” is an imaginary ideal world Richard Dyer argues that “entertainment

offers the image of ‘something better’ to set against the realities of day-to-day existence.”

This is the idea of “escapism” Inside the world of a video game your

existence can be “better” than in the reality of day-to-day existence

Page 21: The promotion and marketing of video games

Richard Dyer’s Utopian Solutions

Real World Problem Exhaustion Dreariness Boredom Fragmentation/

Loneliness Scarcity/poverty

Entertainment World Utopian Solution Energy Intensity Excitement Community/

companionship Abundance/wealth

Page 22: The promotion and marketing of video games

The idea of aspiration

Aspiration is the idea of wanting something better than what you have

Advertising, marketing and promotional material will often present an idealised representation of the world – a Utopian Solution – as audiences will aspire to that lifestyle and its trappings

Page 23: The promotion and marketing of video games

Idealised representations in Just Dance 4

Page 24: The promotion and marketing of video games

How does the Just Dance 4 trailer use representations to appeal to its audience?

Use audience theories in your answer What uses and gratifications does the trailer

suggest the game offers? What utopian solutions does the trailer

suggest the game offers? Give examples of idealised representations

that create audience aspirations


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