I. P. Rights: Virtual Ad Campaigns
Posted by Rosepixie on October 15, 2009
This is an ad campaign from inside the virtual world Second Life for the protection of I. P. Rights. I found out about it from a blog.
The goals of the campaign seem to be to raise awareness of the issue, encourage people not to buy “stolen” items and perhaps to encourage the makers of the game to implement some kind of protections for the creators to prevent thefts in the first place.
These apparently appeared as posters in various locations throughout the game and the people portrayed are famous player avatars who sell popular products – clothing and jewelry and other things that they designed for people to use within the game. Some players make significant amount of real money with virtual businesses like this.
So, I found this campaign interesting because it was completely within a virtual world but also because of the way the posters were designed. They are striking and grab your attention with their simplicity, but the text is almost lost because it gets so small. While all three people are naked (a point of the ad), the two women are posed more sexually provocatively than the man is, although he is far from neutral. It’s clear that this campaign is designed with “sex sells” in mind, but given the names of the creators and their businesses, that’s not a surprising tactic to see here. But does it work for this? The products they’re trying to protect aren’t even here in the ads. What if I didn’t already know what “intellectual property” was? It’s not the most self-evident concept. I think the idea behind these ads is pretty good, but in practice I wonder how effective they are.