An Opportunity for In-Game Ad Placement: The History of the Video Game Industry Interpreted Through the Meaning Lifecycle

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Author(s): Heather M. Schulz (University of Texas at Austin, USA)and Matthew S. Eastin (University of Texas at Austin, USA)
Copyright: 2011
Pages: 11
Source title: Handbook of Research on Digital Media and Advertising: User Generated Content Consumption
Source Author(s)/Editor(s): Matthew S. Eastin (University of Texas at Austin, USA), Terry Daugherty (The University of Akron, USA)and Neal M. Burns (University of Texas, Austin, USA)
DOI: 10.4018/978-1-60566-792-8.ch024

Keywords: Accounting and Finance / Business & Management / Business Science Reference / Marketing

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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.

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An Opportunity for In-Game Ad Placement: The History of the Video Game Industry Interpreted Through the Meaning Lifecycle

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