Proceedings of the International Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)

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The Last of Us and Converse: An Analysis of Product Placement and Its Effect on Player Recall

Authors
Alexa Lizarraga1, *, Francisco Arbaiza1, Giovanni Lamarca1
1Peruvian University of Applied Sciences, Prolongación Primavera 2390, Lima, 15023, Peru
*Corresponding author. Email: u201725547@upc.edu.pe
Corresponding Author
Alexa Lizarraga
Available Online 3 October 2023.
DOI
10.2991/978-94-6463-254-5_10How to use a DOI?
Keywords
Product placement; trade dress; recall; video games; marketing; advertising
Abstract

The video game industry has witnessed substantial growth in recent years, resulting in increased brand presence within games due to high consumer engagement. While product placement in games is commonly used for marketing purposes, there are instances where game developers incorporate it to enhance storytelling realism or as a reference. An example of this can be observed in The Last of Us saga, where one of the main characters consistently wears Converse sneakers throughout both game installments. It is important to note that no official statement has confirmed a marketing agreement between Sony Playstation and Converse. This qualitative study aims to investigate the impact of the apparent product placement of the Converse brand in The Last of Us saga on brand recall among users aged 20 to 30 in Arándana’s Discord channel through semi-structured interviews .

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
3 October 2023
ISBN
10.2991/978-94-6463-254-5_10
ISSN
2667-128X
DOI
10.2991/978-94-6463-254-5_10How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Alexa Lizarraga
AU  - Francisco Arbaiza
AU  - Giovanni Lamarca
PY  - 2023
DA  - 2023/10/03
TI  - The Last of Us and Converse: An Analysis of Product Placement and Its Effect on Player Recall
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2023 (ICOMTA 2023)
PB  - Atlantis Press
SP  - 91
EP  - 101
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-254-5_10
DO  - 10.2991/978-94-6463-254-5_10
ID  - Lizarraga2023
ER  -