The PhD thesis Persuasive Structures in Advergames by our own Teresa de la Hera has been awarded as the best academic work by a Spanish scholar in the field of audiovisual communication. The prize was awarded by the Consell de l’Audiovisual de Catalunya, a Spanish organisation committed to promoting research in the audiovisual sector. The jury was composed of renowned professors in the field of media studies.
De la Hera’s thesis aims at broadening the understanding of how advertising messages can be embedded within digital games. In recent years marketers have shown a keen interest in using digital games for advertising purposes. Digital games specifically designed for a brand with the aim of conveying an advertising message, are known as advergames. In the thesis an interdisciplinary framework is used in order to outline a theoretical model aiming to structure the existing knowledge to help explain how persuasive communication works within digital games.