APPROXIMATION METHODOLOGY TO THE ANALYSIS OF VIDEO GAMES ADS (ADVERGAMES): A CASE STUDY

Advergames are marketing communications-driven video games. This article analyzes the two main methodologies that have been proposed to analyze this marketing communications -narratology and ludology- applying them in a case study: Dry Hotel. Conclusions points to the utility of this dual approach to fully understand marketing meanings implicit in the adver-game while limitations of this approach are also pointed. A semiotic approach is suggested to successfully understand more complex meanings driven by the advergame.