Language:The title and packaging of the game, the console logo are all key convections of a video game.The effect created is that consumer will be attracted to the game and will demand it.

Instutution:The game was designed by 2k sports.Its going to be avable on Xbox 360,PS3,Xbox 1,PS4 and PC.The game  first came out for PS2 and Xbox in 2002.NBA 2K13 had a special devloper(jay-z).Over the years the presentation and gameplay have improved and so have the graphics,but this is expected.

Audience:The game seems to be target for sports fans but to be specific it target for basketball fans.I think that the game is more one the male side but this is expected as this is Nba male ligue not female ligue.I think that the producers didn't aim for a specific gender even doe somethings might suggest that.The age group can be 3+ because a young or old person can enjoy basketball and playing the game.

Rpresatation:The race is mixed but if you simpley look at the cover you would think that the game is more for black people aspecialy that its a basketball.However basketballs white,asion population is rising.Concidering this is a game, any race can play it.The game is mostly know and sold in USA as Nba is played there but the games sales also increased in the UK.The game cover has Lebron James the best play in Nba and in the world.Its usual that a male will be in the front cover in a game.However the front cover cant have a women as theres no women in the Nba.