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Abstract

In the contemporary context of the internet, advertising has had to refine its strategies to regain credibility in the eyes of its public. Among these strategies, an interesting case is that of advergames. These are communication tools that, thanks to their ludic and interactive aspects, can gain access more easily into the memory of individuals and re-establish a relationship of trust between individuals and advertising. This newfound relationship has, however, brought about the need for reflection on the ethics both of advergames as well as in advergames.

Keywords: advergame, consumerism, ethics, Indus, trust.

Povzetek

V sodobnem kontekstu svetovnega spleta je oglasevanje moralo izpopolniti svoje strategije, da bi spet pridobilo verodostojnost v oceh publike. Zanimiv primer med tovrstnimi strategijami predstavljajo oglasne igre. Slednje so komunikacijska orodja, ki lahko s pomocjo svojih ludicnih in interaktivnih vidikov lazje vstopajo v spomin posameznikov ter vnovic vzpostavijo razmerje zaupanja med posamezniki in oglasevanjem. Vendar novonastalo razmerje prinasa potrebo po eticni refleksiji tako oglasnih iger samih kot znotraj njih predstavljene resnicnosti.

Kljucne besede: oglasna igra, potrosnistvo, etika, ludus, zaupanje.

1. Advertising overload, between consumerism and spectacularization

In the contemporary context, consumption has become a diktat to which we find ourselves ever more frequently unable to resist. Almost half a century after the publication of La societe de consommation. Ses mytes, ses structures (1970) by Jean Baudrillard and Guy Debord's La Societe du spectacle (1967), the role of consumerism and the process of spectacularization of the world of consumer goods (which corroborates it) remain central in Western society. Furthermore, these are processes that are accelerated and reinforced by the possibilities opened up by the internet as well as by an increasing level of wealth that has stimulated controlled obsolescence mechanisms.

But what is meant by consumption and consumerism? Consumption can be understood as a vox media, a process that does not have an eminently positive or negative meaning per se, but which can be determined in one sense or the other depending on the context. From the Latin consumere, "to use," it is also, as Volli writes, linked to the verb consummare, "to sum up," and, therefore, "to bring to an end, to conclude" (Volli 2007, 26-27; Calonghi 1989, 641).

So, to consume means using a commodity or a product,...

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