Franchising - Activation also franchise the Call Of Duty brand to a number of different companies. Merchandise includes action figures, comic books and card games.
Call Of Duty Above-the-line, traditional advertising: BFI, Imax, London.
Combination of traditional-digital advertising (QR codes on billboards which takes the user to the website).
On the website, there is a community drop down bar, bringing in interaction, enabling users to discuss the games on forums.
PEGI stands for: Pan European Game Information.
PEGI regulates video and computer games and give them an age rating that is suitable.
The age ratings are 3, 7, 12, 16, 18.
The current problem is they can't define what violence fits into the right category.
The target audience for Call Of Duty although being rated an 18 is actually 10-17.
Hypodermic Syringe Theory:
- Theories that audiences are essentially passive, and will readily absorb messages relayed to them by the media.
- This means that, after watching a violent horror film, or playing a violent POV shooter, audience members will be negatively influenced.
- This presupposes that audiences are passive (unable to reject media messages) rather than active (they make sense of media messages through personal and social contexts)
Some people argue that as a result of increasingly violent media, audiences are becoming desensitised (being numbed by the effects of this exposure)
Stanley Cohen developed the moral panic theory in 1972. This encompassed ideas of folk devils in society.
Moral Panic occurs when 'a condition, episode, person or group of persons emerges to become defined as a threat to societal values and interests'
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