Brand Awareness and Attitudes Towards Political Advertisements in Sport Video Games

Patrick Walsh; Galen Clavio; Susan Mullane; Warren Whisenant

doi:10.1007/s11115-012-0209-4

Brand Awareness and Attitudes Towards Political Advertisements in Sport Video Games

Patrick Walsh, Galen Clavio, Susan Mullane, Warren Whisenant

Research output: Contribution to journal › Article › peer-review

3 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 language	English (US)
Pages (from-to)	127-138
Number of pages	12
Journal	Public Organization Review
Volume	14
Issue number	2
DOIs	https://doi.org/10.1007/s11115-012-0209-4
State	Published - May 2014
Externally published	Yes

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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10.1007/s11115-012-0209-4

Cite this

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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.",

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AU - Mullane, Susan

AU - Whisenant, Warren

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Y1 - 2014/5

N2 - 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.

AB - 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.

KW - Brand awareness

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KW - Political advertising

KW - Political campaign

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Brand Awareness and Attitudes Towards Political Advertisements in Sport Video Games

Abstract

Keywords

ASJC Scopus subject areas

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