New Horizons: Embodied Advertising in Animal Crossing

Research output: Contribution to conferenceConference presentation/ephemera


When Animal Crossing: New Horizons (Nintendo) launched in 2020 it became a part of the pandemic zeitgeist; host to meetings, weddings, and, significantly, a media channel for brands to promote content and products. This paper engages the work of three scholars and focuses on the advertising campaign, Tatchaland, deployed in Animal Crossing by Tatcha. It considers Linda Williams’ essay ‘Film Bodies’ and her effort to ‘get beyond the fact of sensation to explore its system and structure as well as its effect on the bodies of spectators’ (3); Sianne Ngai’s ‘taxonomy of the aesthetic features of contemporary capitalism’ (Brazil); and Anne McGuire’s work on The Sims and utopianism. While these scholars are not all writing to video games, this paper argues that their work provides an interdisciplinary resource for understanding the affective implications of commercial branding in game worlds.
Original languageEnglish
Publication statusPublished - Jun 2021
EventCultural Studies Association of Australasia Conference 2021: Bodies in Flux - Edith Cowan University Mount Lawley Campus, Boorloo/Perth, Australia
Duration: 28 Jun 202130 Jun 2021


ConferenceCultural Studies Association of Australasia Conference 2021
Abbreviated titleCSAA 2021
Internet address


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