DESIGNING ADVERGAMES FOR AWARENESS CAMPAIGNS: AN ENGAGING TOOL
Awareness campaigns lack the interactivity and engagement factors, especially when the target audience are children. Gaming provides an engagement tool that may help change attitudes, behaviors and ideas of the audience. “Advergames” could be used to integrate information and awareness messages in a...
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| Format: | Article |
| Language: | Arabic |
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Arab Association for Islamic Civilization and Art
2021-05-01
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| Series: | Journal of Architecture, Art & Humanistic Science |
| Subjects: | |
| Online Access: | https://mjaf.journals.ekb.eg/article_136400.html |
| _version_ | 1818892215497261056 |
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| author | Aliaa Turafy |
| author_facet | Aliaa Turafy |
| author_sort | Aliaa Turafy |
| collection | DOAJ |
| description | Awareness campaigns lack the interactivity and engagement factors, especially when the target audience are children. Gaming provides an engagement tool that may help change attitudes, behaviors and ideas of the audience. “Advergames” could be used to integrate information and awareness messages in a more engaging and effective manner. The originality of this research is that, to the best of the researcher knowledge, this is the first time that advergame is used in an awareness campaign in Egypt. As suggested, this research addresses the bullying among children issue by showing all kinds of bullying and how to face them in different situations. The importance of the paper is to state the steps, stages, and suggested design for the awareness advergame. The goal of this paper is the suggestion of creating an advergame as part of an awareness campaign to engage children and make them aware of a serious social issue. According to the research framework that was derived from the social cognitive theory by Albert Bandura 1986,and Vanissa Wanick’s four layers. The effectiveness of the advergame in achieving the campaign objectives is tested using two questionnaires: the first was addressed to experts in different fields, and the second was distributed among Egyptian primary students. The results indicate that an advergame can be applied in awareness campaigns according to the suggested framework, taking in consideration that player prefers to play with members of the same gender and that there has been a little variation in preferring of a game character according to age variation. |
| first_indexed | 2024-12-19T17:53:10Z |
| format | Article |
| id | doaj.art-2ccd35d4e918454d9b87ac7c21f60772 |
| institution | Directory Open Access Journal |
| issn | 2356-9654 2357-0342 |
| language | Arabic |
| last_indexed | 2024-12-19T17:53:10Z |
| publishDate | 2021-05-01 |
| publisher | Arab Association for Islamic Civilization and Art |
| record_format | Article |
| series | Journal of Architecture, Art & Humanistic Science |
| spelling | doaj.art-2ccd35d4e918454d9b87ac7c21f607722022-12-21T20:11:52ZaraArab Association for Islamic Civilization and ArtJournal of Architecture, Art & Humanistic Science2356-96542357-03422021-05-0162766068710.21608/mjaf.2020.27578.1574DESIGNING ADVERGAMES FOR AWARENESS CAMPAIGNS: AN ENGAGING TOOLAliaa Turafy0Mass communication department , Alsun & mass communication faculty, Misr International University, Cairo, EgyptAwareness campaigns lack the interactivity and engagement factors, especially when the target audience are children. Gaming provides an engagement tool that may help change attitudes, behaviors and ideas of the audience. “Advergames” could be used to integrate information and awareness messages in a more engaging and effective manner. The originality of this research is that, to the best of the researcher knowledge, this is the first time that advergame is used in an awareness campaign in Egypt. As suggested, this research addresses the bullying among children issue by showing all kinds of bullying and how to face them in different situations. The importance of the paper is to state the steps, stages, and suggested design for the awareness advergame. The goal of this paper is the suggestion of creating an advergame as part of an awareness campaign to engage children and make them aware of a serious social issue. According to the research framework that was derived from the social cognitive theory by Albert Bandura 1986,and Vanissa Wanick’s four layers. The effectiveness of the advergame in achieving the campaign objectives is tested using two questionnaires: the first was addressed to experts in different fields, and the second was distributed among Egyptian primary students. The results indicate that an advergame can be applied in awareness campaigns according to the suggested framework, taking in consideration that player prefers to play with members of the same gender and that there has been a little variation in preferring of a game character according to age variation.https://mjaf.journals.ekb.eg/article_136400.htmladvergames; awareness campaigns; engagement; gaming; virtual reality |
| spellingShingle | Aliaa Turafy DESIGNING ADVERGAMES FOR AWARENESS CAMPAIGNS: AN ENGAGING TOOL Journal of Architecture, Art & Humanistic Science advergames; awareness campaigns; engagement; gaming; virtual reality |
| title | DESIGNING ADVERGAMES FOR AWARENESS CAMPAIGNS: AN ENGAGING TOOL |
| title_full | DESIGNING ADVERGAMES FOR AWARENESS CAMPAIGNS: AN ENGAGING TOOL |
| title_fullStr | DESIGNING ADVERGAMES FOR AWARENESS CAMPAIGNS: AN ENGAGING TOOL |
| title_full_unstemmed | DESIGNING ADVERGAMES FOR AWARENESS CAMPAIGNS: AN ENGAGING TOOL |
| title_short | DESIGNING ADVERGAMES FOR AWARENESS CAMPAIGNS: AN ENGAGING TOOL |
| title_sort | designing advergames for awareness campaigns an engaging tool |
| topic | advergames; awareness campaigns; engagement; gaming; virtual reality |
| url | https://mjaf.journals.ekb.eg/article_136400.html |
| work_keys_str_mv | AT aliaaturafy designingadvergamesforawarenesscampaignsanengagingtool |