Hogwarts Legacy Ad - Topic 2
I recognize there is ongoing controversy surrounding the launch of the Hogwarts Legacy game. Although this post is specifically about the advertisements I've received for the game as of late, I’ll provide some context where needed.
- Who created this message? Between the developer Avalanche Software and the publisher Warner Bros. Games, these are the main two entities involved in the creation of this message.
- What creative techniques are used to attract my attention? The advertisement is using mystery and intrigue to captivate the audience. Most of the ads served to me were over 2 minutes and showcased the gameplay, elements of the story, and familiar locations in the Wizarding World. In other words, nostalgia was combined with freedom to explore the large virtual environment.
- How might different people understand this message differently than me? Since there hasn’t been a big budget Harry Potter game that doesn’t include Harry Potter, the advertisement is trying to communicate that the main character won’t be present during this take on the Wizarding World. In fact it takes place in the 1800s. It would be easy to assume familiar characters would be present, but not everyone is knowledgeable of this narrative project.
- What values, lifestyles and points of view are represented in, or omitted from, this message? It is difficult to answer this questions without referencing the ongoing controversy. Although one transgender character is reported to be in the game, they weren’t presented during the advertisements served to me. In other words, that is one area where representation is omitted from this message.
- Why is this message being sent? This advertisement is part of the promotional campaign for the release of the Hogwarts Legacy game (for PC, PS5, and Xbox Series X/S). This week is the launch week of the game, so ads were being served more frequently than prior weeks. The ads shared a variety of information, including the release platforms and launch dates of the game.