Advergames e influências culturais no comportamento do consumidor: uma análise do papel dos heróis, símbolos, rituais e experiências contextuais

This article aims to explore prospects for the analysis of the design of advergames for consumers in different countries and cultures. Advergames are games designed around a persuasive message, which addresses different experiences, narratives and interfaces to different audiences. However, considering the global perspective of advertising, there is little research in the area of cross-cultural advergaming design. Thus, based on studies of advertising, marketing and design across cultures, a system of cultural perspectives is discussed, exploring elements such as heroes, symbols, rituals and contextual experiences inside and outside the advergame. To illustrate this aspect, we reviewed the literature in cultural studies and analysed the advergame Vem Ser Brasil, from the Brazilian brand Guarana Antarctica