Applied Semiotics for Cross-Cultural HCI in Advergames: Design and Implications

In this paper, we propose the application of Semiotics as a way to convey cultural meanings in persuasive games, such as advergames. For that, we manipulate elements that are strategically incorporated in advergaming design, considering different cultural backgrounds. Aspects that compose games, such as elements, mechanics, interface design, were shaped in order to provide a more specific interaction to the player. We employed perspectives of Applied Semiotics for Design, through iconic, indicial and symbolic references, within the context of advergames. In order to illustrate this approach, we designed an advergame, targeting Brazilian consumers. It is felt that this approach opens new opportunities for game designers to build effective games across cultures. In the future, we expect to test the advergame with Brazilian consumers to understand the effectiveness of this strategy.