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Ads in Violent Games Less Effective?

The University of Texas at Austin announces the results of a study suggesting in-game advertisements are less effective in violent games:

The study, the first to confirm the link between increased video game violence and impaired in-game ad effectiveness, was authored by College of Communication researchers Seung-Chul Yoo, a doctoral candidate in the Department of Advertising, and Jorge Peña, assistant professor in the Department of Communication Studies. It appears in the July/August issue of Cyberpsychology, Behavior, and Social Networking.

"Although violent video games are very popular and can reach a young, highly engaged audience, their effectiveness as an advertising medium is questionable," said Peña. "Our study demonstrates that featured violence diminishes brand memory and primes more negative attitudes toward the brand."

As part of the study, participants played one of two video games with embedded advertisements. The violent video game featured computer-operated avatars holding guns and shooting at the participant as he or she navigated through virtual rooms drenched in blood. In contrast, the non-violent video games featured the same avatars holding nothing and the virtual rooms were soaked in water.

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6. Re: Ads in Violent Games Less Effective? Aug 31, 2011, 11:58 Darks
 
Wolfen wrote on Aug 31, 2011, 10:50:
I don't pay attention to any ads in any game unless its a ad that is a part of the game imagination as well. Real life ads show up, I will intentionally ignore.

Same here, I rarely even notice them, they server no purpose except for the idiots who placed them there to begin with. Companies haven’t learned yet, that when you force something upon someone all they do is rebel against it and get angry that you have to look at it or be bothered with it.
 
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    Date Subject Author
  1. Aug 31, 09:56 Re: Ads in Violent Games Less Effective? DeadlyAccurate
  2. Aug 31, 10:03  Re: Ads in Violent Games Less Effective? InBlack
  3. Aug 31, 10:29 Re: Ads in Violent Games Less Effective? Beelzebud
  4. Aug 31, 10:50 Re: Ads in Violent Games Less Effective? Wolfen
  5. Aug 31, 11:23  Re: Ads in Violent Games Less Effective? Enahs
>> 6. Aug 31, 11:58  Re: Ads in Violent Games Less Effective? Darks
  7. Aug 31, 13:06   Re: Ads in Violent Games Less Effective? JAGUART
  8. Aug 31, 15:01    Re: Ads in Violent Games Less Effective? JoeNapalm
  10. Aug 31, 16:00   Re: Ads in Violent Games Less Effective? Beamer
  9. Aug 31, 15:55 Re: Ads in Violent Games Less Effective? LemonJoose
  11. Aug 31, 16:41 Re: Ads in Violent Games Less Effective? Cutter


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