The Application of Augmented Reality Technique in Magazine Print Advertising - An Empirical Study of Furniture Magazine
| Autor: | Hsiao-Min Chou, 周嘯閔 |
|---|---|
| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 Scientific and technological breakthroughs resulting in the advent of the digital age, emerging media pushing innovations, magazine print advertising combined with the application of digital technology on the market are too numerous to mention one by one. Consumers’ demands regarding advertisement content are getting higher standard than before. Manufacturers make all efforts to seek greater interaction between products and consumers, and to deliver product information through the use of new technologies. Printed advertisements which are shown to the public in the digital age become more diverse, including the application of Augmented Reality (AR) technology having more vivid 3D product demo on printed magazine nowadays instead of 2D product displays on printed catalog in the past. Augmented Reality technology applied to the printed advertisements is able to combine the products of real environments with virtually digital goods, providing a new visual experience for users to attract consumers’ eyes, and making advertising instantly interactive with consumers. This provides users with an immersive feeling, allowing the deliver of advertising messages to work more efficiently, and helping create a familiar environment utilizing the user's personal experience linked with goods. How to put this AR advantageous technique into practice in the related industry which can combine with the traditional, non-replaceable printed advertisements is worth being deeply analyzed and discussed. In this study, augmented reality technology was used in printed furniture magazine advertisements to present 3D furniture products in augmented reality way. The whole study process include literature review with AR technology, demand analysis by means of in-depth interviews with the three expertise, AR furniture magazine advertisements system design, and system evaluation with Technology Acceptance Model (TAM Model). Based on technology acceptable models, a questionnaire of consumer advertising systems was conducted for the consumers. This study concludes that a printed furniture magazine with AR technology to display 3D furniture is superior to traditional printed furniture magazine without AR technology in terms of “perspectives of usefulness”, “ease of use”, “use attitude” and “behavioral intention to use”. Comparing to traditional print magazine advertising, a print magazine advertising system with AR technology performs better interaction with consumers than the traditional graphic advertising being used widely by the industry due to bringing out more effective advertising information that provides immersive real feelings For business executors, AR can provide an innovative advertising system which can breakthrough traditional layout limits being highly interactive, create a strong sense of space, provide real immersive feelings to our consumers, and bring consumers a whole new visual experience in the meantime that catches customers’ attentions. For consumers, the instant interactions between printed magazine advertisements and consumers have it work well; the products and the users who are familiar with environments with the individual experience are linked to make messages deliver more effectively and faster. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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