Since the early 1980's there has been an increase in the use of product placement in the fields of motion pictures and broadcast television. Recently, companies have begun to use product placements in video games to increase exposure to their products. Being an interactive media, video games allow the user to interact with the advertisement, unlike motion pictures and broadcast television. The present study investigates game players' recall of product placements in video games. Two focus groups of high school students and church members were monitored playing the FIFA World Cup 2002 video game. A pre-test/post-test was administered regarding the subjects' recall of brands advertised in the video games. The results of the tests were compared with a content analysis to see if a relationship exists between the products that the players viewed in the game and how their opinions may have been altered.

Library of Congress Subject Headings

Product placement in mass media; Advertising--Brand name products; Video games; Brand name products

Publication Date


Document Type


Student Type


Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

Department of Communication (CLA)


David Neumann

Advisor/Committee Member

Andrew Phelps

Advisor/Committee Member

Bruce Austin


Physical copy available from RIT's Wallace Library at HF6146.P78 C36 2004


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