Dead Island: Riptide is a computer game that entails a lot of violence. It is fundamentally an action role-laying video game, it is also considered a horror video game that surrounds the protagonist. The games logo has a picture of a hanging zombie with the title of the game written beside it in blood. The game was developed by Techland. The game’s trailer depicts graphic violent scenes. In one scene, zombies tries to get into the boat, they smash windows and more zombies arrive. The implied death of the two protagonists of the story is very violent almost traumatic.
AIE Australia defended the raging debate by claiming the violence displayed on the game logo (Suicide) is justified according to the context. The AIE claimed that within the context of the video game and nature of the game, it was justified and okay to show an image of a zombie hanging by the neck on the tree.
Consumers and consumer groups protested against the game logo and ad. The consumers accused the game makers of insinuating violence, particularly suicide. Suicide is an issue that is quite sensitive in Australia. The ad was run on television ad slots.
The Advertising Standards Board had to finally ban the ad and the logo and cited the fact that suicide is a serious community concern and it is inappropriate for television to run ads that insinuate acts of violence. Notwithstanding, The Advertising Standards Board agreed that indeed the game was a fantasy game and that most consumers would associate the scenes and violence to an unreal world. The board had to however display images and scenes from the game that supported their argument.
Hillier, B. Dead Island: Riptide ad banned in Australia. 30 May 2013. Electronic Source. 6 June 2013. <http://www.vg247.com/2013/05/30/dead-island-riptide-ad-banned-in-australia/>.
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