Abstract
With the vigorous development of the advertising industry, advertising in the era of intelligent media fills all aspects of our lives, and more and more intelligent media are applied to the advertising industry. The current three-dimensional advertising and interactive advertising are too fragmented in form, with three-dimensional advertising having a strong sense of three-dimensionality but lacking interactivity and interactive advertising having strong interactivity but lacking visual attraction. How to integrate 3D advertising and interactive advertising in order to make advertising in the future has greater development potential and market, whether in the visual or interactive experience can attract the target consumers becomes very necessary. It is found that VR technology has a wide range of application prospects, and intelligent media advertising mediated by VR technology follows the trend of advertising industry development. This thesis uses VR (virtual reality) technology as a medium to study the integration of 3D advertising and interactive advertising in the smart media era. In the second phase, the development direction of VR as an advertising medium in the era of intelligent media is identified. The research on the integration of 3D animated ads and interactive ads under VR technology is launched, and the research on 3D stereoscopic and interactive design of advertisements in the era of smart media is a reflection and exploration of the future language of advertising design. And through the comparison with traditional advertising, it is concluded that the aesthetic subject of VR advertising is “polycentric,” the aesthetic object. Then, we analyze the theoretical roots of the formation of the aesthetic characteristics of VR advertising from three levels: media technology, communication theory, and audience psychology. Finally, we return to the general environment of visual culture and explore the deconstruction of visual culture by the aesthetic characteristics of VR advertising in three levels: “symbol collapse,” “audience reshaping,” and “immersive communication.”
Highlights
The continuous development of advertising media, in the practical sense, can make the form of advertising more threedimensional and interactive; with the continuous change of advertising media, VR technology has become the media of the intelligent media era; virtual reality (VR) technology is a new image technology that integrates threedimensional sense of picture and interactive forms, is an important direction for the future development of advertising, and is one of the current hot topics of image research [1]
The researchers quantified the effectiveness of VR advertising versus traditional advertising [3]
VR advertising is the most emerging form of advertising nowadays, but few books have been written on this topic, and most of the relevant discussions are focused on journals and online platforms with high timeliness
Summary
The continuous development of advertising media, in the practical sense, can make the form of advertising more threedimensional and interactive; with the continuous change of advertising media, VR (virtual reality) technology has become the media of the intelligent media era; virtual reality (VR) technology is a new image technology that integrates threedimensional sense of picture and interactive forms, is an important direction for the future development of advertising, and is one of the current hot topics of image research [1]. It is of great relevance to provide rich information for advertisers to create VR advertisements, to analyze the existing technical bottlenecks and future development expectations for technology platforms, and to guide the correct perception of VR advertisements for advertising audiences [5]. One of the main reasons why traditional advertising is difficult to develop is that there is no key technology support and a lack of wisdom media technology-oriented advertising such as three-dimensional, interactive experience, ergonomics, and personalized services, which is out of touch with the times in terms of technological innovation [12]. The relevance of this paper exists at three levels: advertisers, technology platforms, and advertising audiences, and the conclusions of the study provide development strategies for the three main actors of advertising campaigns to understand VR advertising
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