Abstract
The rising popularity of stereoscopic 3D (three dimensional) moving images in cinemas and TV has created a new opportunity for advertisers-3D ads. Advertising research has yet to fully determine whether 3D advertising effectively delivers commercial messages. To understand the cognitive and behavioural effects of 3D advertising, this study focuses on the use and effectiveness of 3D images in television commercials. Previous advertising research has examined the market, consumer and advertising media, and the effectiveness of advertisements. This study investigates people's perceptions of 3D images in advertising. Five variables are tested in this study: memory, aesthetics, brand awareness, persuasiveness and immersion.
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