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What is F2P Mobile Game Ads: Appeal Analysis about?

This study analyzes the advertising appeals used in Free-to-Play (F2P) mobile game ads from 2017-2021, revealing that 79.67% of ads employed emotional appeals, predominantly provocative messages. The research highlights a trend of intense competition among game developers leading to a decline in the quality of advertising, with many ads criticized for being misleading or overly sexualized. Using quantitative content analysis, the study aims to provide insights into the effectiveness and ethical consideratio

Author

Arthur Souza

Language

EN