Study of television commercials for online games

[[abstract]]This article aimed to investigate the effectiveness of online games television commercials for consumers. The objectives include: (1) investigating the design of commercial content; (2) understanding consumers’ views on the commercials; (3) understanding the different effect between various commercials; (4) investigating the effective means to attract consumers from commercials. The method, the content analysis and questionnaires, contains four stages. The first is to gather commercials of online games and then to analyze and classify them based on forms. The second deals with analyzing the object, emphasis and strategies on commercials based on forms (spokesman, characteristic and conception of the world). Next comes the comparative analysis of the subjects, indicating perspectives on commercial forms. The last is based on the analyzed outcome, to conclude the elements and forms which attract consumers the most. The findings are as follows: (1) the time for online game television commercial is not directly associated with the type of a game, but the time span based on different forms of commercials will be different; (2) different gender subjects only have notable result on spokesman type among three commercial forms; (3) different age subjects have barely differences in various commercials; (4) the spokesman type commercial is the worst means to attract consumers; (5) the characteristic type commercial is a prime means; (6) conception and characteristic type are more likely to impress subjects who can improve the rank of a company as well; (7) presenting the story, authentic pictures, and the conception of the world attracts consumers the most