A Research On The Ralationship Between In-Game Advertising Components In The View Of Context

In recent years,In-Game advertising and context marketing have become emerging hotspots in the Internet industry.Games have become a powerful platform for the advertising industry to make inroads.In-game advertising has also been widely used.These two aspects have also become hot topics in academic research.This article starts from the inherent contexts inherent in game embedded ads,creatively combines contexts with In-Game advertising,studies the problem of In-Game advertising from the perspective of context,and explores how to achieve the relationship between game scenarios and advertising content with the best fitting situation.This article first defines the core concepts involved in in-game advertising by sorting out relevant literature,and then summarizes the relevant theories of in-game advertising,contexts,and context marketing,and discusses game-related issues from a communication perspective.Next,this article further analyzes the in-game advertising components.The game context is comprehensively described in terms of its definition,factors,classification,design method,and design technology.From the perspective of in-game advertisements,Starting from several aspects such as industry composition,implantation methods,advantages and limitations,the in-depth dimensions of in-game advertising are thoroughly studied.After that,this article uses content analysis method,based on the context elements,to divide the in-game advertising context into four categories: people,things,space,and time,with a total of 15 dimensions.The relationship between the composition of the context,the type of advertisement,and the type of game is set out to raise research questions and assumptions.The purpose is to explore the inherent rules of in-game advertising.It is hoped that it will provide some reference for the context selection and implantation method adaptation value.Finally,this study summarizes the sample analysis results,draws relevant research conclusions such as the main embedded methods of in-game advertising,and makes corresponding suggestions.At the same time,at the end of the article,the deficiencies of this research are also summarized in detail,and the prospects for future research are put forward.I hope that this article can provide a new subject perspective for related research and bring certain reference significance.