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Mw3 Ad Analysis

781 words - 4 pages

Matt Smith
Margaret Neff
ENG 112-15
30 January 2012

Call of Duty Modern Warfare 3: A Reinvention of the Shooter
Since Activision’s last video game success “Modern Warfare 2” launched in 2009, violence has been used subtly to increase sales. The latest sequel, Modern Warfare 3 has used a variety of minor details to indicate that any gamer that plays it will have ultimate control of the world and what happens in it. The main advertisement was created by Activision’s own Infinity Ward subdivision, Raven Software and Sledgehammer Games. It is well known for reflecting the main idea of the campaign aspect of the game which is, “A single man can change the tide of any war.” This visual’s ...view middle of the document...

Around the bottom of the large soldier is swirling debris, which all originates around the soldier himself. This debris suggests that this worldwide war is related to his previous actions and all the results of the war rest on his shoulders. Aside from the underlying city and the overwhelming command presence, the clouds above the silhouette, appear to be forming breaks within, which could mean peace is on the horizon if the protagonist can make the right decisions. While there are aspects of this picture that suggest peace, every other element in the image makes peace seem impossible without the use of violence.
When Activision’s subdivisions first drafted this image, the original intent was to appeal to a more masculine audience between the ages of eighteen to thirty years old and those of which found shooting games fun and the challenge it presents. Using all the military weapons, knives, tanks, soldiers, and karma based choices, Activision tapped into a realm of violence that most video game players wouldn’t experience in reality. When gamers start playing Modern Warfare 3, the game instantly puts the player into a position that grants them the chance to make decisions that influence the outcome of the entire game and what happens after. This assumption of power makes the player feel that...

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