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Why are ads for video games so dishonest?

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I don't know about you, but I don't play video games. I'd argue that they're a bit childish, but I like plenty of childish things: Bagpuss, Thunderbirds, The Muppets - I think they're all terrific, so that's not the problem. No, I think it's a combination of my lack of enthusiasm for anything resembling sport, and the fact these things ask you to overcome a machine in the name of entertainment. Whatever the reason, I have no interest in video games (or 'gaming' as I'm told it's called these days).

However, thanks to the intensive marketing which accompanies their release, I am aware of some of these products. Just off the top of my head: 'Halo', 'Medal Of Honour', 'Grand Theft Auto', 'Call Of Duty' and 'Resident Evil' (see, how cool am I?). Yes, video games are advertised on the telly all the time - so even a miserable old duffer like me can recall a few titles. And in many ways, TV commercialsare the perfect medium through which to promote a leisure pursuit carried out on screens. The game appears on a screen and, by happy coincidence, the advertisement is on a screen too. Fantastic!

"Look at any video game commercial and witness a complete swizz."

Although, sadly - not so fantastic. TV advertising often has cause to deploy a bit of smoke and a few mirrors, to make its point. We all know the hamburgers we're served in McDonalds (note, other overpriced and badly organised food joints are available) don't really look like the ones in the ads. Smaller, flatter and less succulent, right? But we put up with the deception because even the real-world burgers taste quite nice. Equally, those shampoos claiming to make one's hair thicker and glossier probably have some effect, but they certainly don't make anyone look like Cheryl Cole in a light breeze. Except, perhaps, Cheryl Cole in a light breeze. However, take a look at any video game commercial and witness a complete and utter swizz.

Understandably, the makers use their allotted time to fill our tellies with whizz-bang action sequences, rumbling sound effects and breathtaking animation. Why not? That's what they put in their games. Oh, wait! No it isn't! Because in opaque, small point lettering at the foot of the screen are the words 'Not actual game footage.' What?! The imagery in the ad isn't in the product? Why would they commission separate footage for the ad? Why would they do that? Unless, the game itself would look a bit disappointing if you could see it before you bought it. In which case, there would seem to be a good argument against buying it.

Imagine watching an advertisement for yoghurt, wherein a string of people are seen opening and consuming great spoonfuls of creamy dessert, accompanied with a caption stating 'Not actual yoghurt.' Would that work for you? No, I thought not.

'Argh! You great idiot!' I hear you say, 'Games aren't like that. They're completely different from yoghurt!' Well, I'm sure you're right. And indeed, I invite any 'gamer' reading this to explain why it's perfectly acceptable for video game advertising to show us something other than the game being advertised.

Go ahead, use the 'comments' section below, I'd love to hear the explanation. You see, I wouldn't know. I don't play video games.     

You can also see more about this debate over on Reddit

Magnus Shaw is a blogger, copywriter and consultant

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