Since the early 1980's there has been an increase in the use of product placement in the fields of motion pictures and broadcast television. Recently, companies have begun to use product placements in video games to increase exposure to their products. Being an interactive media, video games allow the user to interact with the advertisement, unlike motion pictures and broadcast television. The present study investigates game players' recall of product placements in video games. Two focus groups of high school students and church members were monitored playing the FIFA World Cup 2002 video game. A pre-test/post-test was administered regarding the subjects' recall of brands advertised in the video games. The results of the tests were compared with a content analysis to see if a relationship exists between the products that the players viewed in the game and how their opinions may have been altered.
Library of Congress Subject Headings
Product placement in mass media; Advertising--Brand name products; Video games; Brand name products
Communication and Media Technologies (MS)
Department, Program, or Center
Department of Communication (CLA)
Cameron, Christopher, "Running Header: Video Game Product Placements" (2004). Thesis. Rochester Institute of Technology. Accessed from
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