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Essay / Research Paper Abstract
A 3 page research paper that offers analysis of 3 ads featured on an Internet magazine that pertains to the video gaming industry. Bibliography lists 3 sources.
Page Count:
3 pages (~225 words per page)
File: D0_khgamads.rtf
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Unformatted sample text from the term paper:
or video consoles convey these assumptions and show that, for the most part, advertisers are still assuming that their primary target audience consists of young males. They assume that games
appeal only to "spotty teenagers" with limited purchasing power (Bannister 22). Analysis of three ads that are currently posted on EGM: Electronic Gaming Monthly (http://egm.1up.com/) illustrates this point of view.
Gaming is the "fastest-growing form of entertainment in the world" and consumer research shows that young consumers tend to rank gaming above television as their medium of choice (Bannister 22).
Naturally, advertising is an integral part of this industrys success and, while occasional TV ads are part of this industrys marketing strategy, advertising for video games occurs largely within the
context of this industrys natural home-the Internet. Just a few years ago, Internet advertising was not considered part of mainstream advertising, but today, media researchers show that surfing the Web
account for 14 percent of the time that Americans devote to media viewing (Baker 76). While overall advertising industry is growing by 7.7 percent per year, Internet ads are surging
forward at a growth rate of 28.8 percent per year (Baker 76). When the homepage for EGM opens, in the upper right hand corners is a square with
a solid light blue background. Darker blue rises from the bottom of the screen and solidifies into the outline of a castle and a village, as the first banner appears,
which reads: "Raise Your Empire." The next banner reads: "Then Raise Your Sword" and this is accompanied by the image of a knight. The final message is "Build a Kingdom
Worthy of Defending," which is displayed over a full-color image with the knight featured prominently in the foreground and the games title, "The Settlers, Rise of an Empire" in the
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