El videojuego como soporte publicitario: una aproximación al estudio del advergaming en las marcas de alimentación dirigidas al público infantil en España

摘要

This work is the study of the emerging strategy of communication called advergaming. Also known as «advertising video games», they are used by many brands in the U.S., and now they are being exported to the European market. For this reason, the overall objective of this work is to conduct an investigation to study the proliferation of such unconventional means of communication, little known in our country, in a particular sector such as the food for children.