Abstract

VAZQUEZ-MIRAZ, Pedro. The corporate mascots of video games of the 90s: a symbol of millennials. anagramas rumbos sentidos comun. [online]. 2018, vol.17, n.33, pp.195-213. ISSN 1692-2522.  https://doi.org/10.22395/angr.v17n33a9.

This paper presents a qualitative study that compiles the main and most popular corporate mascots of the video game sector in the 90s, an ephemeral business trend that would disappear in the 21st century and was based on the previous success of the Nintendo and Sega companies with their creations: Mario and Sonic.

Through a comparative analysis between these video game characters and the characteristics of the youth of the end of the millennium (the so-called generation Y or millennial ), it has been found that the common pattern of all these mercantile symbols was based on social and cultural representations related to behavior, physical aspect, hobbies and psyche of the youth of the late twentieth century.

Keywords : videogames; advertising; design; character; players; teenagers; Y generation; millennials.

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