Video Game Advertising Today Media Essay

Video Game Advertising Today Media Essay Video games are a fast growing source of entertainment for people of all ages. Every person can find a video game that he or she is interested in, because of this, advertising in video games has become a necessity for marketing companies. They have the resources and the money to pay companies like Massive to feature their ad in a video game. Using this method, every person that plays that game will see that advertisement. There are two main ways to advertise in a video game, static in-game advertising, or dynamic in-game advertising. Dynamic in-game advertising is more efficient and effective. Therefore, dynamic in-game advertising is more effective than static in-game advertising. In-game advertising is the advertising of ads in computer and video games. According to JJ Richards from the Microsoft Corporation Research in North America indicates that in-game advertising is highly successful for brands (Par 8). In the game industry, in-game advertising is used to even out the cost for making the game. For advertisers however, in-game advertising offers an opportunity to target the 18-34 male age group who spend more time playing video games then they do watching television. If the advertisers can get this age group and more to look at their ads, it will give them more money. This means that video game advertising is effective for advertisers. There are two types of advertising in video games, static in-game advertising and dynamic in-game advertising. Static in-game advertising is a method of advertising that allows marketers to place their ad in a video game, but they cannot change the ad, or remove it from the game. Although, this method lets all the gamers see their ad, it has been permanently coded into the game. Therefore, if the ad goes out of date, or the product is no longer sold, the advertisement will still remain in that video game. This is a major disadvantage if, the marketers are having an event with a certain product, and the event only lasts till a certain date. Therefore, if the marketers wanted to pay for static advertising in a video game, that advertisement would have to be a logo of a product that would not change, and would always remain up to date. Also, if the advertisers wanted to track which players were looking at the ad, and for how long, Static in-game advertising would be ineffective. Ed Bart lett from imediaconnection writes, It is currently impossible to accurately track ad viewing metrics, or to update or switch off campaigns (Par 10). This proves that the modifications that can be made with dynamic in-game advertising make it more effective. Dynamic advertising is a much smarter and efficient method of in-game advertising. Instead of the permanent form of static in-game advertising, dynamic advertising works with an internet connection. Most games today, allow for the player to play online. Because of this, dynamic advertising was made, and used in many of the next generation console games. Michael Goodman, Yankee Groups director for digital entertainment said, When I play the game today, I see one ad, and when I play the game three weeks from now, there are completely different ads in the game ( Par 15).Not only does the player notice the ads, it helps with the feeling of the game. Advertisements change in the real world, so changing up the scenery in the game world will make it feel more realistic. Now that technology has developed further to enable online play, marketers and advertisers can use it to their advantage. It allows marketers to change their advertisements whenever the need, or want to. A company spokespers on from Sony explains that Online games mean greater flexibility for advertisers as to when, where and how long to advertise (Par 2). This means that the advertisers will have more control over their advertisements. This in turn makes dynamic in-game advertising even more effective. Because dynamic advertising is online, now advertisers can know how long a player looks at their ad, and from what angle. The in-game key metrics available to advertisers are, impressions, time of exposure, day part and geography. This means that the advertisers can get statistics on how well their ad played in the video game, and use the information to their advantage. Advertisers can put food, or drink advertisements into a video game to target an audience. Although the player doesnt yearn for the food or beverage, their impulses tell them to go out and buy the product. This is a clever strategy advertisers use to get to the audience. The only disadvantage of dynamic in-game advertising is that a lot of games can be played offline as well. Because of this, players can play offline and avoid the advertisements, and the advertisers will not get the research they need. Even though advertisers have the freedom to put any ad into a video game, they still have to think about the audience. If the advertisers want their ad to be in a game, it has to make the player feel as though he or she really is in the game. An article from the Economist Newspaper states, Billboards look wrong in a fantasy adventure, but they make sports  games, or those set in modern times, seem more realistic (73). This takes away from the gaming experience for the player. Advertisers have to be smart and actually put brand logos in the game that are relevant to the game. This not only pleases the player, it pleases the game industry to know that this ad helped players get fully engrossed in their game. Since the development of dynamic in-game advertising, static in-game advertising has not been used as much. The video game industry has been relying on mainly dynamic in-game advertising, because it is more effective. Dynamic in-game advertising works, and because of that, static in-game advertising will most likely never be used again. Dynamic in-game advertising has more potential, because advertisements are not the only thing that they can change. An article in the Economist Newspaper says, As well as appealing to mobile phones and clothes, it also has huge potential for promoting films, another possibility is to update the music in  games  too, and promote new singles (73). This means that advertisements are not the only things that can be changed using dynamic in-game advertising. This opens a door to endless possibilities that dynamic in-game advertising can do. So, not only is dynamic in-game advertising effective when it comes to advertisements, it is effective when it co mes to other products as well. All of this research proves that dynamic in-game advertising is more effective than static in-game advertising. With technology today, static in-game advertising is obsolete. Which means, dynamic in-game advertising is more effective that static in-game advertising.

Say No to Crazy Fan

Argumentative Writing Say No to Crazy Fan Do you have a friend or roommate who is crazy about a pop icon? I have. She would never like to miss any launching ceremony of new album even if she has to skip all day’s classes. She spent most of her allowance buying all products about the pop icon even if she has no money for a decent meal. She can’t concentrate on homework because some people are criticizing her idol on the Internet and she must defend his image for him. This is a typical example of celebrity worship syndrome. It is likely that you may just like my friend suffer from this syndrome which does no good to personal growth.As the result of this syndrome, you may get physically and psychologically hurt and your moral standards may become vague. So what you need to do is getting rid of this syndrome and saying no to crazy fan. To begin with, being a crazy fan of pop music icons can ruin your health. As you are a crazy fan that means you have to follow your idol eve rywhere; you have to spend every cent of your allowance proving you are a devoted supporter and you have to collect every piece of news of your idol. Your life quality becomes lower, no healthy meals, not enough sleep and no leisure time.What’s worse, some crazy fans want to resemble their idols in appearance so they turn to plastic surgery. For example, a Superman fan, Herbert Chavez, a 35-year-old Filipino man who had had cosmetic surgery to make him look like Superman. A psychiatrist told Bandila News that Mr. Chavez could be suffering from body dysmorphic disorder, meaning that he is obsessed with making cosmetic changes to his body(Daily Mail,2011). It is obvious that the obsession to superman has totally destroyed the man, because plastic surgery absolutely makes irrecoverable and damaging changes to his body.This case may be a little extreme; however, it reminds you that sometimes being a crazy fan, you have to sacrifice your health or face with physical damages. Anoth er reason is if you are too obsessed over a pop icon, you will tend to be psychologically abnormal. It seems like the only thing you care about is your idol. Your family and career is far more insignificant than your favorite icon. You become irrational and cold-blooded, even losing your mind. You must still remember Yang Li-juan, who had idolized Andy Lau for 13 years. She quit school.The only thing she cared about in life was to meet her idol. The newspaper Guangzhou Daily said Yang lijuan is the victim of popular star worship. Li Zixun, a well-known Chinese psychologist, told Chongqing Times that she must be paranoiac to take these extreme actions. Not everyone would be the same as Yang, but it is probable you put yourself at the risk of some unhealthy psychologies when you choose to be a crazy fan. Lastly, the crazy love for an icon may lead you to vague moral standards. Not all pop icons can set a good example for the public.Some of them do something immoral or against the law. For instance, in 2007, Lindsay Lohan, American actress, was arrested in Los Angeles for suspected of driving under the influence of alcohol or drugs after a crash on Sunset Boulevard(Guardian,2007). In 2011, she pleaded not guilty to stealing a $2,500 necklace from a Los Angeles jewelery store(New York Times, 2011). It is quite possible your idol’s misbehaviors may mislead you to do something immoral; meanwhile you won’t take it seriously because those pop icons can always get away with it.However, rules change when it applies to you: you may get severe punishment and regret what you did for the rest of your life. So being a crazy fan and following your idol blindly, you may lose your precious morality and virtues. In a word, it is evident you have to sacrifice a great deal in order to become a crazy fan. It is worthless to take the risk of physical and psychological damage and losing morality. Being a crazy fan is harmful for personal growth. So please say no to craz y fan! [702] ReferencesEwen MacAskill(2007, May 28) Actor Lohan arrested after car accident Retrieved October 26, 2012, from http://www. guardian. co. uk/world/2007/may/28/film. usa? INTCMP=SRCH Damien Gayle (2011, October 8) Obsessed Superman fan has cosmetic surgery to look like his hero Retrieved October 26, 2012, from http://www. dailymail. co. uk/news/article-2046303/Superman-fan-cosmetic-surgery-Herbert-Chavez-ops-look-like-hero. html China. org. cn by Zhang Rui (2007, March 30) Celebrity Worship Turns Tragic Retrieved October 26, 2012, from http://www. china. org. cn/english/entertainment/205460. htm

Literacy Narrative - 983 Words

Kyle Crifasi Richard English IV, 1B 31 August 2011 Literacy Narrative Typically, people think of reading when they see a novel or a short story, but I think of reading when I’m out on the baseball field. When I hear the word â€Å"reading†, unlike most people, I think of a green grassy baseball diamond at night, with the lights lighting it up, filled with fans in the stands. Believe it or not, I read all the time on the field. I read the ball coming off the bat when I’m playing in the field. When I hear the â€Å"ding† of the metal bat and hard, rubber ball colliding, I know that there is a chance I could make a great play. I can see the ball getting bigger and bigger as in approaches me. I read the ball coming out of the pitcher’s hand,†¦show more content†¦I always enjoyed reading back then more than I do now. The books that I read now, I’m usually forced to read and they usually aren’t interesting to me. To me, reading means many things, not only the reading of text on a page but actions of others and myself as well. Most other people may not say that they will think of baseball games when thinking of how they read in real life, but I view the game of baseball that way and I like to share about how I can read in many different ways in life. Reading books is definitely not one of my favorite hobbies to do, but every once in a while I will find a good book that will catch my interest for the next couple of months. My learning experience from reading on the field has taught me another meaning of literacy that I would not have realized if I had not thought about what reading really meant to me. I can now understand how I use reading in all different aspects of my life better, and not just in the classroom but throughout my everyday activities, like baseball. Words:Show MoreRelatedEssay on Literacy Narrative1404 Words   |  6 Pagesbackground and each has the right to be literate in the way that they desire. They were given the right to freedom of speech through the First Amendment of the Bill of Rights and therefore, have the right to speak in their own native language. Literacy plays a major role in the lives of humans today. It gives us the power to read, speak and write and is therefore a valuable asset to society and the development of its economy.Read MoreEssay about Literacy Narrative1397 Words   |  6 Pagesbackground and each has the right to be literate in the way that they desire. They were given the right to freedom of speech through the First Amendment of the Bill of Rights and therefore, have the right to speak in their own native language. Literacy plays a major role in the lives of humans today. It gives us the power to read, speak and write and is therefore a valuable asset to society and the development of its economy. 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Police Brutality - 1519 Words

Over the past five centuries, black people have endured violence in many different ways. Today, police officers use deadly, excessive force that leads to inexcusable assaults, beatings and shootings. This demonstrates the governmentÐ ¢s role in initiating and prolonging racial suppression and provides the explanation for police brutality to become a federal crime(Black Radical Congress, 3). In history, racist violence, police brutality, has been used to suppress the racial blacks and to preserve power and privileges for the white race. This was done for five primary purposes. First, it has forced black people into slavery or low wage situations. Secondly, to steal land and other resources. A 3-rd was to maintain social control. A fourth†¦show more content†¦There are also other forms of racial profiling. In many professions, this type of profiling is used as a form as security. Taxi drivers and security personnel engage in profiling when they feel fearful or threatened. Tax i drivers use this type of judgment when refusing to pick up a customer at night and security guards use it to find suspects while working. Racial profiling is considered to be a profile used by police officers to identify suspicious criminal or violators of the law. A typical profile used is the CARD system. CARD is an acronym for class, age, race, and dress. This system is used to fit individuals into categories for means of identification. The problem with the CARD system is that many minorities fall into this category. This makes them primary targets and poses a problem for some of the white people that also fall into this category. Nevertheless, there are a few positive sides to profiling. For one, it can be considered to be a survival skill, allowing one to see if people are doing justice. Secondly, it puts people on an innate level. Profiling shows signs about people and certain criteria. Lastly, it is not considered to be racism. 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The rising cases of police brutality are causing more harm to the public, compared to the actions perpetrated by real criminals. Although police claim that it’s sometimes necessary to curb crime, the process is illegal and police officersRead MorePolice Brutality Over The Years1458 Words   |  6 PagesIt feels as if nothing has changed about police brutality over the years. The usual cycle is that juries acquit the police, cops get their jobs back, and brutality happens again. One of the most broadcasted cases of police brutality, was the beating of Rodney King. On the night of March 2, 1991, a bystander named George Holiday, videotaped the moment when five officers used excess force on an African American man named Rodney King, beating him with batons as he strugg led on the ground. Also, it wasRead MorePolice Misconduct and Police Brutality985 Words   |  4 Pages We hear about police misconduct case and wonder, Why don’t they do anything to stop this? Many say that we should keep the police officers’ perspective in mind. Others say that these actions are due to racism or post 9/11 paranoia. Whatever the excuse may be for these cases, there should be no need for violence anywhere. Police brutality videos go viral and reveal to the world that it actually happens and that it may happen to you too. This pervades people with fear and anger because their