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Visual Age

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Submitted By hami5685
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Diversity of the Visual Age
Virtual advertisements are becoming just as common as seeing a McDonalds or Walmart in our daily travels. Video game advertisements, being examples of these, are visually satisfying reality altering objects that are finding their way into households across the globe more and more each day via internet and cable television. The reason for this I believe is the diversity of the game developers today. They are targeting audiences of all ages, races, genders, and so much more when they produce and create their games. Electronic Arts is an American game publisher and developer that has perfected over 30 years the art by creating a thriving company basing all of its games off the targeted audience, providing immersing gameplay, as well as the means to get the games out and into the world. This will be my criteria for the 3 game advertisements; Battlefield 3, Madden NFL 25, and Create developed by EA that I will be evaluating. Battlefield 3; a first person shooter produced by Digital Illusions Creative Entertainment also known as “DICE” portrays large scale military firefights and battles, electrifying story mode gameplay, all the while being enhanced by the technological leaps in graphic design. All three of these things can meet the criteria of targeted audiences and the immersing gameplay. Just by watching the very brief launch trailer for the game it is clear that the target audience is young adult males, even more respectfully retired and active duty military. As a former active duty service member, I understand that veterans sometimes feel that rush of adrenaline by firing an M240 Bravo machine gun, throwing a grenade, or maybe even experience things they may never have gotten to do like flying an F-18 to engage a group of Russian MiGs. These are all released in very short glimpses during the video, immersing the viewer in short action fast paced gameplay within in the trailer. Just because the video is geared towards the targeted audience that doesn’t mean those are the only individuals intrigued by it. People who have never been interested in games such as shooters maybe interested due to some of the rhetorical content in the trailer. The rhetorical content used by the advertiser “Winner of over 60 game industry awards” could be very effective persuading the viewer to purchase the game.
For two and a half decades EA Sports has been producing Madden NFL games. This time deciding to go a whole step further from the previous twenty-four years and creating an intense and competitively satisfying game. Madden NFL 25 marked the twenty-fifth anniversary for the franchise. Football fans from when they were young kids have been following and tracking the success of the games buying, selling, and trading just to upgrade to the next NFL game. Now, that younger audience is adults with children and families who they bring into the games as well. The target audience is now expanded from not just grown adult males reliving their childhood watching and playing football. It is also younger male adults who are playing against friends using their favorite teams with their own players they have created. The gameplay in the ad is interpreted as fast pace and non-stop, not to mention is also introducing new things within the game. Pulling the targeted audience in with the gameplay and promises of additions to the game they already know and love. “Celebrate the 25th anniversary of the game that changed the game” “Run free, 30 new moves” are both examples of rhetorical content that could convince people even more strongly in the direction to purchase this game.
Imagination, creativity, fantasy these things have all been part of our childhood at some point. As the years have gone by they have become lost and forgotten by today’s youth, which is why EA Bright Light produced an interactive open-world game for kids. Create as it is simply called speaks to the parents who have children that play video games and are possibly in touch with their imagination. “Breathe into your life creations” is a good example of rhetorical content saying make the creations in the game their own, something to take pride in creating. It also gives the player challenges and objectives to complete while exercising their mind building and making masterpieces out of their own imagination. Open-world games are usually very addicting as well, so creating things the way they want them only draws the person even more as they play.
Game developers are constantly trying to expand their audience outside of their normal customers. By doing this they are constantly challenging and pushing the aspects of their products beyond the limit to meet these needs. The titles from EA like Battlefield 3, Madden NFL 25, and Create are all prime examples of the levels they reach to attract new players.

Works Cited
Battlefield, dir. “Battlefield 3 Launch Trailer (New Gameplay Video)" YouTube. YouTube, 11 October 2011. Web. 26 September 2013.
EA SPORTS, dir. “Official Madden 25 Release Trailer” YouTube. YouTube, 25 August 2013. Web. 26 September 2013
9livesBE, dir. “EA- Create launch trailer” YouTube. YouTube, 16 November 2010. Web. 26 September 2013

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