Advertising in video games consider such advertisements to make up a category of their own. In-game advertising is similar to subtle advertising in films, where the advertising content is within the "world" of the movie. Thus billboards, storefronts, posters, apparel, vehicles, weapons, fliers, sponsored product placement, and the interplay between the player and these elements in the game allow for a great degree of virtual advertisement. Examples include billboards advertising for (and product placement of) Bawls energy drink in "", and billboards for Adidas sportswear in "FIFA International Soccer". The principal advantage of product placement in in-games advertising is visibility and notoriety. For advertisers
Sex in advertising from relatively explicit displays of sexual acts and seductive behavior aimed at the viewer, to the use of double-meanings and underlying sexual references that are more subconscious. Sex in advertising relies on evolutionary processes and varies in effectiveness depending on the culture and gender of the receiver. The use of sex in advertising has been criticized for its tendency to objectify the female body and emphasizing various stereotypes. "Gender Advertisements", a 1979 book by Canadian social anthropologist, Erving Goffman is series of studies of visual communication and how gender representation in advertising communicates subtle, underlying messages about the sexual roles