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Mobile Games and Product Placement

This was done to break down whether the sort of game, kind of brand and item positioning in cellular telephone games impacts gamers' memories, states of mind towards the item as well as purchasing goals. The results exhibited that: (1) gamers have higher review of brands introduced in the central zone than those in the peripheral ranges of the games; (2) gamers' item related reviews upgrade when high-commonality brands rather than low-recognition brands are embedded within games; and (3) gamers who indicate more positive perspectives towards item situation will likely show more buying tendencies.
             The analysis of this article aims to give a better understanding of its audience, argument and some of its rhetorical appeals. The targeted audience is mostly youngsters and adults who regularly play games. This research wanted to know the effect of product placement and whether it is a successful tool for advertising that affects people's decisions or not. Among the most significant arguments is examining if product placement in games that require a high level of concentration is pointless since the users will be more concerned with the game that they would fail to notice the advertisement and if games that demand less attention make product placement more effective. The author thus used rhetorical appeals mostly pertaining to logic and emotion: logos and pathos. The experiment used many statistical data and graphs to make it more credible and emotions were also used to see how people respond to different kinds of games. The experiment showed great results that aided in a better understanding of how product placement is effective in games and seemed to have accurately measured its feasibility as a new channel of advertising.
             Based on the limited-capacity model of attention, Oakes and North (2006) argue that playing a low-speed game requires less energy since gamers are not completely immersed in gameplay and therefore would have the capacity to process advertising messages.


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