Nebraska Attorney General is Latest to Partner with ESRB on Ratings Ad Campaign

November 26, 2008 -

AS we enter the holiday shopping season, the ESRB has apparently been working overtime to gain endorsements for its content rating system from state-level political heavyweights.

In recent days GamePolitics has reported that key elected officials in Mississippi, Missouri, Kansas and New Jersey have endorsed the ESRB ratings.

The latest to climb on board is Nebraska's Attorney General Jon Bruning (R). Yesterday, Bruning and the ESRB jointly launched a public service announcement which will air on local radio and TV. The campaign is designed to raise parental awareness of game ratings as parents begin their holiday shopping. Bruning, no doubt, is also expecting that the ads will raise parental awareness of Bruning.

In the spot, the A.G. is seen playing Xbox 360 game with his children. The game isn't shown, but we can safely assume it isn't GTA IV or Left 4 Dead. Bruning offers a comment in the accompanying press release:

Parents should be involved and take an active role in choosing games for their kids. The ESRB ratings are an effective tool every parent can use to pick video games that are age-appropriate and family-friendly.  I use them when I buy games for my children.  I hope Nebraskans will too.

GP: In addition to Bruning and others who signed onto the ESRB campaign recently, more than a dozen elected officials, primarily governors and A.G.s, are already on board.

As GamePolitics has pointed out before, the ESRB PSAs are a win-win for the game industry as well as for the political figures involved. The ESRB proactively gets its message out to parents. The political figures in turn are able  to promote an image of helpfulness and concern. Production costs are on the game industry's dime, and, because they are public service announcements, radio and TV stations run the ads for free.

From a strategic perspective, this campaign has been little short of brilliant. Whoever thought of it deserves a raise.


Comments

Re: Nebraska Attorney General is Latest to Partner with ESRB on

I see one issue with these PA's.

Where are the PA's reminding parents to check the ratings on DVD's?

Where are the PA's reminding parents to check book jackets?

Where are the PA's reminding parents to evaluate the TV ratings?

While I applaud the effots to raise parental awareness of the ESRB ratings I still have concerns with the idea that a specific format of media is being targeted and treated differently.

It seems the AG's and gov's are deciding that video games are more dangerous that other media.

The different treatment still concerns me even though the format is encouraging.

Re: Nebraska Attorney General is Latest to Partner with ESRB on

1. Movies have been around much longer than games, people are in general more aware

2. where is the standardized book rating system to reccomend? this is generally a non-issue, anyway: kids barely read, the books they do read are the standard teen fare, and those who arent reading that are probably going to be mature enough to handle it anyway

3. i dont know, personally i see about 3 'v chip' ads per day

A specific format of media is being targeted and treated differently? do you prefer I watch The Office at the local cinema? Do you prefer I page through my videogames? media are different, and should be treated as such

Re: Nebraska Attorney General is Latest to Partner with ESRB on

To be completely honest.  I don't feel media should be treated differently.  That's not neutral treatment, its deciding one form of media is inherently more dangerous that another and I find that discriminatory and counter to first amendment law.  But that's my personal opinion.  I see your argument, jus tdisagree with it a little.

Re: Nebraska Attorney General is Latest to Partner with ESRB on

amazing how JT never posts in these threads where things are actually going the way he wants them to.

Re: Nebraska Attorney General is Latest to Partner with ESRB on

There's only one thing Jack's interested in: Annoying us. Whatever he can use as fuel, he snatches it up like he just found a big nugget of gold. Which is what makes him both pathetic and dispicable.

Re: Nebraska Attorney General is Latest to Partner with ESRB on

Actually this is going the opposite of what he wants. He wants the ESRB to fail and be charged with RICO (even though there is no way they can be charged with that), and politicians to ban many mature games and heavily regulate the others. He'll grumble about this and claim it is another conspiracy...

Re: Nebraska Attorney General is Latest to Partner with ESRB on

Well, we all know what great parents they are in Nebraska.

Ago. Perceptum. Teneo.

Re: Nebraska Attorney General is Latest to Partner with ESRB on

All of these videos are the same thing. Not much is changed. At least tell the parents that M means mature and not "mild" or something.

Re: Nebraska Attorney General is Latest to Partner with ESRB on

yes, they are mostly the same. We chronicle them here at GP because, well, that's what we do...

Re: Nebraska Attorney General is Latest to Partner with ESRB on

Rated 'M', for 'Mostly Harmless' 

Re: Nebraska Attorney General is Latest to Partner with ESRB on


It will be interesting to see what the world will be like in 5 years...

---
Nido Web Flash Tutorials AS2 and AS3 Tutorials for anyone interested.
How to set Xbox 360 Parental Controls

Nido Web Flash Tutorials AS2 and AS3 Tutorials for anyone interested.
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Re: Nebraska Attorney General is Latest to Partner with ESRB on

Did you catch the subliminal Nintendo message in the video?

Brunig is playing the 360, but he says, "Wii always follow the ratings..."


Re: Nebraska Attorney General is Latest to Partner with ESRB on

Brilliant actually. Bring awareness to the parents, rather than fearmongering (much like some unreasonable idiots perfer to do). That is a great move and I welcome it.

 
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MechaTama31That's a pretty difficult anatomy to break.02/26/2015 - 11:09pm
MechaTama31"the way her animations repeatedly break her anatomy" <-- I'm sorry, but we are talking here about the woman who can roll up into a little ball and live to tell the tale, yes? ;)02/26/2015 - 11:09pm
Andrew EisenAs far as examples that could be culled from female game characters though, that one's pretty mild.02/26/2015 - 9:11pm
Andrew EisenNot as much the heels or the suit in and of themselves but certainly the way her animations repeatedly break her anatomy to show off her lady bits.02/26/2015 - 9:10pm
E. Zachary KnightWell, Samus's heels are certainly impracticable, but I wouldn't really call her Zero suit objectified. I don't really feel that the new Lara Croft is objectified either, but that is my subjective opinion.02/26/2015 - 9:08pm
Andrew EisenTomb Raider: No but we haven't seen much of anything yet. Samus: Yes.02/26/2015 - 9:07pm
ZippyDSMleeWould you call the new tomb raider objectified? WOuld Samus Aran from the new Smash bros be objectified?02/26/2015 - 9:02pm
WonderkarpI'm hoping they put the rest of the comic book ghostbusters in there. Ortiz and Rookie(From GB the game)02/26/2015 - 8:38pm
Wonderkarpghostbusters board game is doing great. getting close too a 3rd extra playable Character. Ron Alexander.02/26/2015 - 8:37pm
Andrew EisenSmurfette is not subjective. If there's more than one female character, it's not Smurfette. Anyway, as with everything on the list, Smurfette is, in and of itself, not necessarily a bad thing.02/26/2015 - 8:32pm
Andrew EisenI think there's 5 women (out of 15, I think) but other than one being a bit more "hippy" than the others, they pretty much all have the same body type. Especially when compaired to the huge variety of male body types.02/26/2015 - 8:31pm
Wonderkarpso I dont see Smurfette as a bad thing. Unless like all your female characters are Smurfette. remember the Smurfs also had Sassette02/26/2015 - 8:29pm
E. Zachary KnightOne good example of the larger issues is one Anita used in the presentation, Blizzard's Overwatch game. There are a dozen men in the game with a dozen body types. But there are only 4 women with 2 body types, but 3 of them have the same one.02/26/2015 - 8:28pm
Wonderkarpthe smurfette thing is subjective to how many female characters you have. Take Sonic for example. You have Amy, who is obvious smurfette, but there's several other female characters now without that. Including the original animated seriescomics with Sally02/26/2015 - 8:28pm
E. Zachary KnightAE. Very true. I think that is where I was going, but it didn't come out right. Jack Harkness is sexy but not objectified. Whereas, a women would have to be objectified in order to be "sexy" in most games.02/26/2015 - 8:26pm
E. Zachary KnightAnd as Andrew pointed out, there is a big difference between a sexualized man, and an idealized man. But for some reason, there is no distinction between women in games. For the most part.02/26/2015 - 8:25pm
Andrew EisenI think one of the issues we run into repeatedly with these conversations is the confusion over "sexy" and "sexually objectified."02/26/2015 - 8:24pm
E. Zachary KnightYet, for some reason, in orde rto have a sexualized women, she must be wearing lingerie or a bikini. Can't women be sexual and still dress for the job at hand?02/26/2015 - 8:24pm
E. Zachary KnightThe problem I have with complaints of "sexualized men" is that men don't have to wear speedos to be sexualized. Captain Jack Harkness from Torchwood/Doctor Who, was one sexy man, but he spent 99% of his time in a WW2 soldier's trenchcoat.02/26/2015 - 8:23pm
Andrew EisenThat there's more to her character than her sexualization? Sure (depending on which depiction we're talking about). No one's claiming that there are zero examples of female characters beyond their sexualization.02/26/2015 - 8:22pm
 

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