Analýza využití Product Placement v počítačových hrách

Abstract

The theme of the thesis is Analysis of Product Placement Usage in Computer Games. In the thesis, the application and location of Product Placement in the computer games were analyzed. The aim of the work was to find out the frequency and number of products in the chosen games. The location of the products during the whole game was found out too and in what section of the game was the most products and their frequency of use. The thesis is divided into 4 chapters which brought closer the essence and the problems of Product Placement in the computer games. First chapter is about characteristic of Product Placement at the American market, its rules of the location, the historical development and location of Product Placement in the computer games. Second part of the thesis consists of the theoretical points of departure of the Product Placement with closer orientation to computer games. The methodology of the survey was approximated to the third chapter which was comprised from the preparatory phase and the phase of realization and it defined accurately the process of thesis processing. In the fourth and at the same final chapter the thesis was focused on the analysis of the acquired data from the observation, their follow-up evaluation, interpretation of the results and proposed commends.