The Use of Computer Games for Promotional Purposes  

作　　者：Zdenko Mago Peter Mikulas 

机构地区：[1]Constantine the Philosopher University, Nitra, Slovakia

出　　处：《Journalism and Mass Communication》2013年第1期48-57,共10页新闻与大众传媒（英文版）

摘　　要：This study is focused on computer game series Needfor Speed （NFS） in terms of its use in promotion of products and brands. We believe that computer games are no longer the domain of a small group of enthusiasts. In recent years, this kind of entertainment has became a global phenomenon, which is reflected both on professional and scientific levels. This study focuses on in-game advertising possibilities, identification, function, and logic in the NFS computer game series. We conduct a content analysis of three releases of NFS to identify its use for promotional purposes in real terms.

关 键 词：in-game advertising advergaming LUDOLOGY computer games video games Need for Speed （NFS） 

分 类 号：TS952.83[轻工技术与工程] F274[经济管理—企业管理]