An opportunity for in-game ad placement: The history of the video game industry interpreted through the meaning lifecycle

Heather M. Schulz; Matthew S. Eastin

doi:10.4018/978-1-60566-792-8.ch024

An opportunity for in-game ad placement: The history of the video game industry interpreted through the meaning lifecycle

Heather M. Schulz, Matthew S. Eastin

Research output: Chapter in Book/Report/Conference proceeding › Chapter

2 Scopus citations

Abstract

It is argued here that the potential connections video game advertisers can build with consumers makes this new medium a strong force in the digital media world. A meaning-based model is introduced to explain the fluctuation of meaning over time, which is caused by the individual and social interpretation and integration of signs and symbols. The history of video games will be comprehensively interpreted through this model to explain the active identification going on between consumers and video games.

Original language	English (US)
Title of host publication	Handbook of Research on Digital Media and Advertising
Subtitle of host publication	User Generated Content Consumption
Publisher	IGI Global
Pages	480-490
Number of pages	11
ISBN (Print)	9781605667928
DOIs	https://doi.org/10.4018/978-1-60566-792-8.ch024
State	Published - 2010
Externally published	Yes

ASJC Scopus subject areas

Economics, Econometrics and Finance(all)

Access to Document

10.4018/978-1-60566-792-8.ch024

Cite this

@inbook{5461467dedfc4481aaa95f18d8d98ca3,

title = "An opportunity for in-game ad placement: The history of the video game industry interpreted through the meaning lifecycle",

abstract = "It is argued here that the potential connections video game advertisers can build with consumers makes this new medium a strong force in the digital media world. A meaning-based model is introduced to explain the fluctuation of meaning over time, which is caused by the individual and social interpretation and integration of signs and symbols. The history of video games will be comprehensively interpreted through this model to explain the active identification going on between consumers and video games.",

author = "Schulz, {Heather M.} and Eastin, {Matthew S.}",

year = "2010",

doi = "10.4018/978-1-60566-792-8.ch024",

language = "English (US)",

isbn = "9781605667928",

pages = "480--490",

booktitle = "Handbook of Research on Digital Media and Advertising",

publisher = "IGI Global",

}

TY - CHAP

T1 - An opportunity for in-game ad placement

T2 - The history of the video game industry interpreted through the meaning lifecycle

AU - Schulz, Heather M.

AU - Eastin, Matthew S.

PY - 2010

Y1 - 2010

N2 - It is argued here that the potential connections video game advertisers can build with consumers makes this new medium a strong force in the digital media world. A meaning-based model is introduced to explain the fluctuation of meaning over time, which is caused by the individual and social interpretation and integration of signs and symbols. The history of video games will be comprehensively interpreted through this model to explain the active identification going on between consumers and video games.

AB - It is argued here that the potential connections video game advertisers can build with consumers makes this new medium a strong force in the digital media world. A meaning-based model is introduced to explain the fluctuation of meaning over time, which is caused by the individual and social interpretation and integration of signs and symbols. The history of video games will be comprehensively interpreted through this model to explain the active identification going on between consumers and video games.

UR - http://www.scopus.com/inward/record.url?scp=84898391653&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84898391653&partnerID=8YFLogxK

U2 - 10.4018/978-1-60566-792-8.ch024

DO - 10.4018/978-1-60566-792-8.ch024

M3 - Chapter

AN - SCOPUS:84898391653

SN - 9781605667928

SP - 480

EP - 490

BT - Handbook of Research on Digital Media and Advertising

PB - IGI Global

ER -

An opportunity for in-game ad placement: The history of the video game industry interpreted through the meaning lifecycle

Abstract

ASJC Scopus subject areas

Access to Document

Other files and links

Fingerprint

Cite this