軍隊人才招募與電玩遊戲

Military Recruitments and Video Games

謝奇任(Chi-Jen Hsieh)

《復興崗學報》 94期 (2009/06) Pp. 47-72

https://doi.org/10.29857/FHKAJ.200906.0003

摘要

本文先介紹不同國家中的軍隊人才招募，如何結合電玩遊戲進行行銷的個案，讓讀者瞭解兩者相互結合的情形。然後再由學術的角度進行觀察，藉以勾勒出學術研究要對這類個案進行研究時，可以援引的理論基礎。本文發現：(1)電玩遊戲從1980年代起，即被視為一種新廣告媒介，並發展出所謂的品牌遊戲；(2)企業品牌遊戲大致可分成四類，對於品牌遊戲的研究，主要問題在於產品置入後，遊戲玩家對品牌產生的記憶或辨識效果；(3)國軍人才招募工作，可從品牌遊戲的個案與相關文獻中吸取經驗，強化電玩遊戲的通路，以提升人才招募工作的媒體能見度與效果。

關鍵字

軍隊人才招募 ； 電玩遊戲 ； 置入行銷

並列摘要

This exploratory research is to investigate how military recruitments can use video games as one of its marketing mix. Three remarks are concluded. Firstly, video games were seen as an advertisement medium since the 1980s. The term ”serious game” was created to describe such kind of video games, including games with product placement. Secondly, serious games can be divided at least into four types. The academy was mostly interested in their effects of brand recognition and memory. Thirdly, as one of its marketing mix, video games' strength is to create media effects in the integrated marketing communication environment.

並列關鍵字

Military Recruitments ； Video Games ； Product Placement