Brand Awareness and Attitudes Towards Political Advertisements in Sport Video Games

Patrick Walsh, Galen Clavio, Susan Mullane, Warren Whisenant

Research output: Contribution to journalArticle

2 Scopus citations

Abstract

Due to the growth of the video game industry, the practice of in-game advertising, and the desirable game player demographics, then U.S. Presidential candidate Barack Obama placed early voting advertisements in a series of online sport video games during his 2008 presidential campaign. The purpose of this study was to examine the awareness of these political ads and the attitudes towards the ads when compared to advertisements featuring corporate brands. The results suggest there were higher levels of awareness for the political themed advertisements while attitude enhancement was more likely to occur for advertisements which featured corporate brands.

Original languageEnglish (US)
Pages (from-to)127-138
Number of pages12
JournalPublic Organization Review
Volume14
Issue number2
DOIs
StatePublished - May 2014
Externally publishedYes

Keywords

  • Brand awareness
  • Brand enhancement
  • In-game advertising
  • Political advertising
  • Political campaign

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Law

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