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Rhetoric of Advergames
Abstract
Advergames bring newness and engage better with customers. However, there is debate among marketers and communication experts as to how this tool could be exploited in the field of advertising and positioning of brands to the best of their advantage. The chapter thus aims to present arresting qualities of advergames under the rubric of rhetoric and claims that a deeper and meaningful understanding of multimodal rhetoric is needed to design and create these games. Further, to understand the working of these games and how they engage with the users, two advergames have been analyzed using multimodal analysis method, and a multimodal rhetorical framework (MRF) has been proposed for the perusal of marketers and communication experts to use as per their need and discretion.
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