A little look at advertising

The video games’ ghetto March 20, 2006

Before the Playstation's era, video games were considered as toys for children or marginal teenagers. Spending long hours in front of the television holding a paddle with contracted hands was a worrying pathology for the public opinion. Indeed, one was wary of this media which seemed to cut its users from the rest of the world and few people tried to integrate this community. Thus, the video games' market was summarized with a handle of impassioned which were insensitive with the critic and masters of their universe.This report was felt in the advertising campaigns, which were adressed to a restricted audience and in a initiated language. Hardware's makers answer to the needs of their fans before everything, and that with slogans and  pictures that only video games 'consumers could understand. The launch of the Playstation generated a total rehandling of this communication's strategy. Indeed, Sony tried to allure general public: a quasi vital need for imposing itself on a market where nobody was waiting for it…