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dc.contributor.authorSchott, Gareth Richard
dc.contributor.authorThomas, Siobhan
dc.date.accessioned2013-11-21T02:06:31Z
dc.date.available2013-11-21T02:06:31Z
dc.date.issued2008
dc.identifier.citationSchott, G., & Thomas, S. (2008). The impact of Nintendo’s "for men" advertising campaign on a potential female market. Eludamos. Journal for Computer Game Culture, 2(1), 41-52.en_NZ
dc.identifier.urihttps://hdl.handle.net/10289/8207
dc.description.abstractIn order to emphasize the maturation of their hand-held console and increase its appeal to an adult market, Nintendo's UK advertising campaign for the Game Boy Advance SP drew explicitly upon 'lad' culture and a tongue-in-cheek appropriation of cologne advertising. In this campaign, the lead and most prominent promotional advert for the device used an image of the Game Boy with the tagline "For Men". This paper outlines why Nintendo's decision to present the Game Boy as a male accessory prompted exploration into its potential impact on the female market. Much of the emerging research field examining female participation in game cultures had at that point tended to focus its attention on exploring the experiences of different female groups with a variety of software titles and its associated communities. In contrast, this paper addresses participants' perceptions of the gaming industry and its relevance to them as a (potential) consumer by taking a hardware device as its focus. This was achieved by conducting a series of focus groups, with a range of both experienced and inexperienced female game players, during which participants were asked to engage with the hand-held device and experience both its single and networked game-play capabilities with the game Legend of Zelda. The findings address participants' awareness and views on the extent to which gaming is coded male and its ramifications for their participation in game cultures.en_NZ
dc.format.mimetypeapplication/pdf
dc.language.isoenen_NZ
dc.publisherOnlineen_NZ
dc.relation.urihttp://www.eludamos.org/index.php/eludamos/article/view/vol2no1-6en_NZ
dc.rightsCopyright © 2008 by Gareth Schott and Siobhan Thomas.en_NZ
dc.titleThe impact of Nintendo’s "for men" advertising campaign on a potential female marketen_NZ
dc.typeJournal Articleen_NZ
dc.relation.isPartOfEludamosen_NZ
pubs.begin-page41en_NZ
pubs.elements-id32851
pubs.end-page52en_NZ
pubs.issue1en_NZ
pubs.volume2en_NZ


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