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3 Resume Dette projekt behandler kommunikationsgenren advergames, med udgangspunkt i The Coke Zero Game (2008). Spillet analyseres som kommunikationsprodukt, ved brug af spilteori og empiri i form af fokusgruppeinterview. Opgaven konkluderer på, hvorvidt spillet formår at kommunikere et givent budskab. Abstract This paper concentrates on the communications genre advergames, based in The Coke Zero Game (2008). The game is analyzed as a communications product, using game theory and empiricism in the form of focus group interviews. The assignment concludes on whether the game manages to communicate a particular message succesfully.

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13 "#$%&'($))+(,+((-./,'0/+.)1%+"-,0 /.0$.)/0$0+&+1)W-&0[$"YR$%)$)$.(+"$W`T/&-%2b'T[#+%"'.TW+c,'.+1.\)Y B+%'0T\"$.&+"$)1/W+1W$#$W)$(\-"T+%"%/.&$%.$/,,$#^%$)#^%$%$$."'0('.,'.,W'%$ "$(Z($.)'(0/"/&/,,$T+%.$(($Z)\('./,,$$%(+0/#$%$00/W'0WU)$"$.Y7$0['."W$% -"#/,W/.&)T')$.'T$0)1/WZ$%"$0"$%T+%#/&0/&0'0+#$%#$a$TW+c$W$($.0$0)+()\#/"0(-W/&0 ),'W%'(($"$0[$W0%/&0/&$./#$'-Z)\)1/WW$%$.VW/#$%-."$%[+W"0+&-"T+%"%$0Z($.)0'"/&,'.&$..$(TU%$)1/WW$0-"$.'0&/#$+1Y' BW+c0$+%/$.+1"$W$%TW+c/+00$T+%),$WW/&$./#$'-$%Y7$0$%/,,$'T&U%$."$'0)1/WW$0+1TdW"$% 'WW$,%'#Z"'"$+&)\,'.0'&$)-"+&)0\'W$.$YBW$%$'T"$(,'.(\),$#/%,$/."Wd)$."$Z($. "$%T+%#/W#/'WW/&$#$WV%-&$"$(',0/#0/#+%$)T+,-)&%-11$/.0$%#/$cZ"'"/))$$%&+"$ /."/,'0+%$%T+%Z[#+%#/"0)1/WW$0T+%(\%'0,+((-./,$%$"$0U.),$"$Y 2Y 81/WW$%$.),'W,-..$&$..$(),-$+1&'#$.))#^%[$")&%'"+&#/"$'0"$%$%$.)'.")d.W/&[$"T+%'0 ['.m[-.,'.,w'%$+1&'#$.y KY G+.]$.0%'0/+.Y:&$0,+.]$.0%'0/+.[Ua.$%/.0$%$))$.T+%)1/WW$0Y?Y +&MY7$%),'W#'%$,W'%$(\W+&)1/WW$%$.),'W(+"0'&$"$.%$00$T$$"V'],1\)/.$['."W/.&$%Y iy ;W$(($[#$%"'&$.+&#^%$$.&'&$%$0Y EY 81/WW$%$.),'W)$W#['#$,+.0%+W+#$%)/.$['."W/.&$%/)1/WW$0Y HY <'.VW/#$%(/."%$)$W#V$#/")0Y JY ;W$(($%0/"+&)0$"Y L/['%#'W&0'0/.""%'&$TW+c0$+%//#+%$)%'11+%0Z"'#/($.$%"$.$%%$W$#'.0/T+%[+W"0/W'0 0$)0$+(D[$Q+,$f$%+;'($&/#$%V%-&$%$.$.&+"$WW$%"\%W/&+1W$#$W)$Y +VUSQQKNLHM' L/#/WV%-&$"$1%^)$.0$%$"$0$+%/$%0/W'0)0/WW$+#$%T+%"$%$)-W0'0$%Z#/T/."$%T%$(0/W/#+%$) '.'Wd)$Z[#+%0$+%/$%.$T+%$,+(($%)+(%$T$%$.]$%"$%-."$%Vd&&$%.^#.0$$,)$(1W$%YL/ #/WV%-&$0$+%/$%.$0/W'0'.'Wd)$%$1\Z+()1/WW$0W$#$%+10/W0$+%/$.+(($./.&)TdW"0)1/WZTW+c +&0/WW/&$T/."$T%$(0/W[#/W,$.0d1$'"#$%&'($D[$Q+,$f$%+&'($$%Y X

14 "#$%&'($))+(,+((-./,'0/+.)1%+"-,0 &%6?-:-#')'&-:-',-&-'%';-:,-6')'CDDK'"5'-:'%&&-:-,-'$&-;-#'-6'(#":'(+??-(J'F"?%GF"&%'L-:"'-:')6,$-5:-$-#' %'MN)-'%(')#'("+&,'$-M'1',-#'$-,(#-'-:')'&);-#O'+,-6'%&&-',-'9-,-&)5-'9"6(-9;-6(-:JP K ' Q/0'0$0T/."$)1\Q+]'_Q+W')[a$(($)/"$Z+&T+%0^WW$%,+%0+&1%^]/)0[#$("$..$"%/,$% (\W%$00$0/(+"YQ+]'_Q+W'f$%+VW$#W'.]$%$0)+($.1$."'.00/W)U)0$%1%+"-,0$0Q+]'_Q+W' >/&[0Z)+($0)-,,$%T%/0'W0$%.'0/#0/W(^."Y@"$.T+%V/."$W)$,+($.('))/#Z(\W%$00$0,+((-./,'0/+.'TV%'."$0-."$%,'(1'&.$.N)-'%(')#'("+&,'$-J5.%^,,$T'%#$%/&$+& ']0/+.TdW"0$%$,W'($T/W(VW$#1%+"-]$%$00/W"$..$,'(1'&.$+&/T+%W^.&$W)$,+()\D[$ Q+,$f$%+;'($)+('"#$%&'($Z)+($."$W'T"$.#/%'W$,+((-./,'0/+.'T1%+"-,0$0Y ' 2]K'?ObK'AKNO'&_QK' D[$Q+,$f$%+;'($VW$#W'.]$%$0/T+%V/."$W)$($"5</T+"V+W"KOOJZ+&&/,-."$%.'#.$0 QR-'F"9-'L-:"'5%3-'1'""#$%&&'%(')#'("+&,'$-QJ'81/WW$0VW$#W'.]$%$0'TQ+]'_Q+W'+&-"#/,W$0'T A+%0[G/.&"+( H Z+&['%"$T/.$%$0(\W&%-11$.)+(#^%$."$+65-'0:-'3-&&-3'CD'"5'CSY 81/WW$0T+%0^WW$%[/)0+%/$.+($.Td%Z[#/))0+%$U.),$VW+0$%'0)$5<T/.'W$.Z($.['%/,,$ (-W/&[$"T+%'0)$"$.1\)0'"/+.Z+&['.)DL&\%/)0d,,$%1\)$W#$"'&$.Y@"$..$-[$W"/&$ )/0-'0/+.ZVW/#$%['.T+%W'"0'T)/.$#$..$%Z"%/,,$%$.Q+]'_Q+W'f$%++&)1/WW$0&\%/&'.&YR'. ),'W[$%$T0$%&$..$(TU%$$.%^,,$-"T+%"%/.&$%)0/WW$0'T.+&W$)$n$"$,#/."$%Z+&&\%'W0 &+"0+&0'&$%['."$%/&0/&$#'W&Z,+(($%['.0/W)/")00/W'0)$,'(1$.YB+%$.($%$ "dv"$&\$."$&$..$(&'.&'t)1/ww$0)$v/w'&mybuw&$."$#/w#/'.'wd)$%$)1/ww$0-"t%'%$w$#'.0 0$+%/Y North Kingdom er et svensk spil-udviklings firma, og har stået bag flere succesfulde advergames som Get the Glass og Team Geist. 2O

15 "#$%&'($))+(,+((-./,'0/+.)1%+"-,0 6VLJJKZU'^LUSKJJK'bOQQSHLb_ZLOH' 5.($&$0)0+%"$W'T0[$Q+,$f$%+;'($$%&);-'%?#)"6'?)6-3%#)?(Z'W0)\[#+%"$%$%V%-&0 %/&0/&$),-$)1/WW$%$/)0$"$0T+%0%'"/0/+.$WW$]+(1-0$%'./($%$"$1$%)+.$%Y7$T+%),$WW/&$ $%W/&$W$"$)TW+0W'#$0Y7$00$1$&$%1\Z'0)1/WW$0['%['T0$0%$W'0/#0[Ua0V-"&$00'&$0/ V$0%'&0./.&'TZ'0"$0$%$0'"#$%&'($Y81/WW$0)0'%0$%($"$./.0%+T/W([#+%"$%$%V%-&0 ('.&$)0/W/)0/),$#/%,$(/"W$%Z)+(%$)0$.'T)1/WW$0)0/W(^))/&0,U%$%#/"$%$1\Y R+#$"1$%)+.$.ZD/(Z$%/$.0%/)0+&-[$W"/&)/0-'0/+.+&#^W&$%'0,UV$$.Q+]'_Q+W'f$%+Y 5T0$%/."0'&$W)$.'T)+"'#'."$.),$%"$%$.T+%#'."W/.&Z+&"$%,W/11$)0/WZ'0]+W'$. T%$(V%/.&$%$.$TT$,01\D/(Y7$%V%-&$)[$%#/%,$(/"W$%)+(%U"$"-.,$."$VW+"\%$%Z )W'.&$%+&0/W)/")0/W"YWW$"/))$#/%,$(/"W$%$%($"0/W'0),'V$$.)1$]/$W)0$(./.&/)0'%0$. 'T)1/WW$0+&"$"-.,$."$VW+"\%$%[$.W$"$%0'.,$.1\$.Td)/),T+%#'."W/.&/[+#$"1$%)+.$.Y 8W'.&$%.$'))+]/$%$)($""$0T'%W/&$+&T+%V-"0$Z+&/W"$.),'V$%)1^."/.&+&[$.W$"$% 0'.,$.1\']0/+.T/W(Y 7$)0/W/)0/),$0%^,/'"#$%&'($0[$%Z$%/"$.0/),$($""$%$,W'($T/W(T+%Q+]'_Q+W'f$%+)+(,U%0$/DL+&V/+&%'T$%)'(0/"/&Y4\"$)1/WW$0+&%$,W'($%.$(/."$%($&$0+("$01+1-W^%$ ;%/."[+-)$ J T/W(1%+a$,0Z)+(+&)\)1/WW$0)-"#/,W$%$.^#.$%/"$%$)]')$#/"$+Y X 4\"$T/W(+& )1/WV$.d00$%)/&'T#/%,$(/"W$%Z)+(#/T+%(+"$%0/W0'W$%(^."Z)\)+((-),$WV/W$%Z $,)1W+)/+.$%Z)$n$"$W$01\,W^"0$,#/."$%+&&$.$%$W0+#$%"%$#.$$TT$,0$%Y7$0'0)1/WW$0 )0/W(^))/&0(/."$%($&$0+(%$,W'($%.$-."$%)0%$&$)d"$%W/&$%$#$"'0.+&W$'T ),-$)1/WW$%.$$%"$)'(($ 2O Y7$00$$%),'V$%$.)'(($.,.d0./.&)1/W+&%$,W'($/($WW$(Z+& )0d%,$%"$0'))+]/'0/#$')1$,0Y ' &_QKVJ_Y'OM'UVLJQKb_HLUQKN' 8$W#$)1/WW$0V$)0\%'TT/%$V'.$%Z($"[#$%"$%$)T+%),$WW/&$&'($1W'dZ[#+%('.$.0$.),'W V%-&$1/W$0')0$%.$Z(-)$.$WW$%)1']$_0')0$.1\,$dV+'%"$0Y8'(0W/&$)1/W$%V')$%$01\ [-%0/&[$"+&1%^]/)/+.Z)'(0$.)(-W$[$W"Y;'($1W'd$0/V'.$%.$#/W,-..$&\-."$% 8 X[001hmmcccY.+%0[,/.&"+(Y]+(m]')$_)0-"/$)m]+,$_k$%+m

16 "#$%&'($))+(,+((-./,'0/+.)1%+"-,0,'0$&+%/$.o']0/+.&'($)o)+(/TUW&$$&"?9,"# TT $%"$.&$.%$Z1%/(^%0(^.")1/WW$% 2K Y7$00$ )0$(($%+#$%$.)($"Z'0)1/WW$0)(\W&%-11$$%(^."Y B+%0^WW/.&$./)1/WW$0$%W'#$01\)'(($(\"$)+(%$,W'($%.$Z($"[+#$"1$%)+.$."$%#$" [a^w1'tq+]'_q+w'f$%+&\%t%''0#^%$$.-[$w"/&.+v+"d0/w'0vw/#$td%)0$w/&0v$wu..$0t+%)/. /.")'0)YR#/)#/),'W)0/WW$)1/WW$0)&'($1W'd+1+#$%T+%)1/WT+%),$%$.A/],F$$) )1/WW$%(+0/#'0/+.)(+"$W 2? `B/&-%Kb$%,'%',0$%-"#/,W/.&$.$))$.0/$W"$W'T)1/WW$%$.) (+0/#'0/+.0/W'0)1/WW$)1/WW$0YF$$) )1/WW$%(+0/#'0/+.)(+"$W$%1%/(^%0 V')$%$01\)0U%%$<<C39;`<'))/#$Wd <-W0/1W'd$%C.W/.$3+W$9W'd/.&;'($)b ($.)$W#+("$TW$)0$'"#$%&'($)$% ($&$0(/."%$$.""/))$Z($.$%#/'0 ),$('$0,'.V$.d00$)0/W'"#$%&'($)Z"'.LMSN'(d'F$$))1/WW$%(+0/#'0/+.)(+"$W' )1/WW$%$.)&%-."W^&&$."$(+0/#'0/+.0/W'0 )1/WW$)1/WW$.$Z+&)\,'.)$)/$0(/."%$ )1/W)&'($1W'dY G'%',0$%-"#/,W/.&$%$."$W'TA33-:()"6_"$W$.'T)1/WW$%(+0/#'0/+.Z)+(1\"'.),#/WW$,'W"$)T+%"dV$W)$YR$%$%"$0%+WW$)1/WZ[/)0+%/$-"#/,W/.&Z$),'1/)($+&'T)W'1./.&"$%$% $))$.0/$WW$$W$($.0$%Y7$%$%/"$00$'"#$%&'($/,,$0'W$+("$]/"$%$0%+WW$)1/WZ($."$. (\"$[#+%1\[+#$"1$%)+.$.-"#/,W$%)/&/&$..$()1/WW$0Z0',,$0#^%$)1/WW$%$.) T^%"/&[$"$%($"(-)+&,$dV+'%"Z,'.['#$#/))$%+WW$)1/W)$W$($.0$%Y7$%-"+#$%#/W )1/WW$%$./"$00/")%-("$00'&$%'0&$..$(TU%$)1/WW$0Z)W'11$'T+&#^%$/."$/)1/WW$0) #$%"$.+&1\"$.(\"$TWd&0$T%'[#$%"'&$.Y81/WW$%$.,'./"$.0/T/]$%$)/&($"D/(+&TUW$Z ['.$%['(-."$%&$..$()1/W./.&$.Y7$00$)0$(($%+&)\+#$%$.)($"TW+c0$+%/$.Z+& &/#$%)1/WW$%$.(-W/&[$"T+%'0+1.\TW+c0/W)0'."&$..$(/."W$#$W)$/)1/WW$0Y 11 Blockdot er en af de største og mest anerkendte advergameselskaber i USA og har udviklet utallige advergames. Blockdot lavede i 2010 en undersøgelse af 500 onlinespilleres livsstil og adfærd inden for spil.( Yee, N: Motivation of Play in Online Games 2K

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