Virtual Advertisements Research Articles

The Role of Designing Virtual Advertisements in the External Environment

Virtual advertisements in outdoor environments depend on employing modern digital technologies and require the infrastructure of the communication network used to deliver content, communication protocols, software, and equipment used in content management and repetition of the display, and depend on different standards, each according to the marketing and promotional objective of the advertisement. The research problem was determined through the following questions: What are virtual ads? What are digital technology and the modern technologies that have introduced it in the modern era? What are the methods of advertising display for marketing and promotion? The research aimed to identify virtual advertisements, their promotional and marketing techniques and methods. The descriptive-analytical approach was followed in monitoring and analyzing the information. The research reached the most important results, which are: 1- Outdoor environment advertisements achieved an overlap between the form of the advertisement and the urban space surrounding it in the commercial center or urban buildings, and it had a functional and aesthetic role in the urban environment. 2- It achieved A high level of control and interaction between the customer and the advertisement, so that he becomes a participant and part of the advertisement. 3- The advertisements used various methods in addressing the public and potential customers. The method of drawing attention was used in samples 1, 3, 4, and 5, and the method of addressing instincts was used in samples 1, 2. ,5. The method of enticement and motivation was used in sample 2.5. It also employed the method of being realistic and presenting facts in Sample 3, while the method of arousing and stimulating consumerism was one of the most widely used methods and this appeared in Samples 1, 2, 4, and 5.

The application and challenges of virtual reality technology in creative advertising design

Abstract With the advancement of science and technology, virtual reality (VR) technology has been widely used in advertising. However, its practical application and challenges in creative advertisement must be studied deeply. The study aims to analyze the effects of VR technology on advertisement design and the technical difficulties it faces. The research methods include camera calibration of virtual advertisements, motion tracking, and calculation of lighting effects, etc. The results show that the use of VR technology of the results show that the virtual advertisement using VR technology can effectively improve the correct recall rate (by 12%) and the correct re-recognition rate (by 10.5%) of the advertisement brand. At the technical level, real-time motion tracking of billboards is achieved, and the average error is controlled within 0.6 pixels. The consistency of illumination of virtual advertisements can be effectively improved using the inverse illumination method. The conclusions show that virtual reality technology has great potential in the design of creative advertisements. Still, at the same time, it also faces the challenges of the accuracy of the camera calibration, the efficiency of the motion tracking algorithm, and simulation of the illumination effect.

A Study of Reinforcement Learning Algorithms for Artistic Creation Guidance in Advertising Design in Virtual Reality Environments

Abstract The innovative application of virtual reality technology in advertising design greatly promotes the development of advertising design work in the media field and also provides a new guiding direction for art creation in advertising design. After analyzing the advantages and performance of VR technology applied in advertising design, the article elaborates on the use of art creation rules and related skills in advertising design. To facilitate the guidance of art creation in advertising design within a virtual reality environment, this paper employs chunked feature-matching technology to visually process print advertisement images, thereby providing an interactive design process for advertisements in virtual reality. Then, using a reinforcement learning algorithm as a framework, we combine the DDPG strategy with a neural renderer to construct a virtual reality advertisement design art creation style migration model and conduct design experiments to verify its effectiveness. Finally, we conduct an experience evaluation analysis for the design of virtual reality advertisements. The model in this paper converges after 225 epochs, at which time the loss value is 17.09% lower than that of the CycleGAN model; the mean value of the advertisement image style migration score is 4.08; and the mean value of the comprehensive score of the on-campus test for virtual reality advertisement design is 8.12. Reinforcement learning not only facilitates the art creation guidance of advertisement design in a virtual reality environment but also enhances the user’s understanding of the advertisement design content, thereby laying the foundation for improving the communication effect of virtual advertisements.

CLICKBAIT: THE INFLUENCE OF SENSATIONALIZED HEADLINES IN E-COMMERCE APPLICATIONS ON CONSUMER’S PURCHASING DECISIONS

Clickbait is a sensationalized headline prevalent online, aiming to entice people to click a link, an advertisement, or a headline. The study intends to find out how such a phenomenon is perceived by consumers and the extent of its influence on purchasing decisions through the combined approaches of structured survey questionnaires containing factors of clickbait and an interview using unstructured questionnaires inquiring about how it has influenced purchasing decisions. Fifty (50) respondents were conveniently selected for the survey, while ten (10) were similarly selected for the interview. The results gathered through the statistical application of Pearson-r correlation suggested that consumers consider the visual and psychological aspects of clickbait and are influenced by their purchasing decisions. Interview responses implied the apparent influence of a sensationalized headline in their purchases through various factors such as convenience, visually pleasing images or content, and the credibility and adequacy of the information being presented. The researcher recommended that online shops focus more on improving their virtual advertisements and utilize online survey questionnaires containing questions assessing customer satisfaction regarding their product, experience, and visual presentations. It is also advised that online shops conduct thorough research and in-depth application of the current trends. Consumers should be reminded and aware of those enticing advertisements that provide fake content.

SEMIOTIC ANALYSIS OF TYPOGRAPHY IN APPLE VIRTUAL ADVERTISEMENT

Nowadays, the format of digital technology allows advertisers to include virtual advertisements such as brand names and logos into YouTube channels. Additionally, those parts have become a marketing strategy technique through advertising. This research aims to analyze the semiotic typography components of Apple's virtual advertisement on YouTube and to find out the meanings constructed on Apple's virtual advertisement. This research was conducted qualitatively to analyze the semiotic typography components and the meanings constructed in Apple's virtual advertisement on YouTube Apple Channel, Introducing iPad Air — Apple in 2020. In doing so, this research deals with the semiotic analysis of typography suggested by Van Leeuwen (2006). The results of this research show that there were two elements inside, they were verbal and nonverbal signs. According to the elements, those signs may appear in the form of verbal and nonverbal, such as music, sound effect, typeface, anatomy of letters, font size, shape, color, motion (kinetic typography), model, and situation. In addition, those components were proven to have certain meanings that qualify the insight of Apple virtual advertisement depending on the nature of their elements.

가상광고 회피에 관한 연구: 가상광고 종류와 방송프로그램 유형 및 프로그램 몰입의 조절효과를 중심으로

가상광고 회피에 관한 연구: 가상광고 종류와 방송프로그램 유형 및 프로그램 몰입의 조절효과를 중심으로

가상광고 유형과 방송프로그램 종류 및 맥락일치 유무에 따른 광고효과: 아이트래커를 활용한 시각적 주의를 중심으로

가상광고 유형과 방송프로그램 종류 및 맥락일치 유무에 따른 광고효과: 아이트래커를 활용한 시각적 주의를 중심으로

TV 가상광고의 시각적 형태에 따른 효과 분석

TV 가상광고의 시각적 형태에 따른 효과 분석

Factors Influencing Effectiveness of Online Advertisement towards Consumer Purchase Decision

Today’s Commercial scenario is occupied by online advertisement. Success of a virtual advertisement remains main guiding feature aimed at consumption activities. Recent business people are spending supplementary cost as well as extra time for online commercial. Day by Day technology is getting advanced, people be getting addicted more towards internet, they be in a situation to spent most time in Accessible watching favourites, in instead particular interval tend to see frequent advertisements, explore time in advertisements unknowingly. The clients get attracted in the directions same, without knowledge which fashionable turn changes ofbuydecision. World Wide Web is standard trailer platforms worn by regulars. Total socialmedia usingwiredposteras an important presentation tool aimed to pick up their industry near increase sales. This paper reports on recent enquiry undertaken all over Tamilnadu per a sample size of 150 respondents. A investigation scrutiny was developed situate on the literature study,the question sheet were analysed quantitatively using reliability analysis. The collected data were analysed using Descriptive Analysis, Correlation, Regression as statistical tools.

스포츠 영상 내에서 자동적인 가상 광고 삽입을 위한 다층퍼셉트론 기반의 저정보 영역 검출

가상광고는 컴퓨터 그래픽을 이용하여 스포츠영상과 같은 미디어제작영상에 제품의 이미지, 로고, 선전문구 등을 삽입하는 광고기법이다. 최근 영상처리 기술과 컴퓨터 성능의 상승으로 인해 스포츠영상에 가상광고를 삽입하기 위한 기술적인 요소가 충족되어 영상 내에 가상광고의 삽입이 활발하게 진행되고 있다. 또한 자동적인 가상광고 삽입을 위한 영상 처리 기술이 가상광고 영역에서 중요한 연구 분야로 자리 잡고 있다. 이에 본 논문에서는 스포츠 영상 내에서 자동적으로 가상광고를 삽입하기 위해 영상처리 기법과 기계학습을 활용하여 저정보 영역을 추출하는 방법을 제안한다. 제안 방법은 영상의 밝기 정도를 히스토그램을 통해 분석하고 기계학습 방법을 활용하여 저정보 영역을 추출한다. Virtual advertisement is an advertising technique that using computer graphic in a media production such as a sports image for inserting product image, logo, advertising slogan, etc. Recently, the image insertion of virtual advertisement is actively spreading due to the satisfaction of technical element for the image insertion of virtual advertisement in sports advertisement by increasing of the image processing technology and the computing performance. In addition, image processing technology for automatic insertion has become an important research field in the virtual advertisement field. In this paper, we propose the method of extracting less-informative region by using image processing technique and machine learning to insert a virtual advertisement automatically in sports image. The proposed method analyzes the brightness level of image through the histogram and extracts the less-informative region using the machine learning method.

Novel Hybrid Content Synchronization Scheme for Augmented Broadcasting Services

As a new hybrid broadcasting service, augmented broadcasting shows enhanced broadcasting content on a large TV screen, while augmented reality (AR) on a mobile device augments additional graphical content onto an input image from the device's own camera to provide useful and convenient information for users. A one-sided broadcasting service using AR has already been attempted in virtual advertisements during sport broadcasts. However, because its augmentation is preprocessed before the video image is transmitted, the viewer at home may have no influence on this formation; and no interaction for the user is possible unless the viewer has a direct connection to the content provider. Augmented broadcasting technology enables viewers to watch mixed broadcasting content only when they want such service and to watch original broadcasting content when they do not. To realize an augmented broadcasting service, the most important issue is to resolve the hybrid content synchronization over heterogeneous broadcast and broadband networks. This paper proposes a novel hybrid content synchronization scheme for an augmented broadcasting service and presents its implementation and results in a terrestrial DTV environment.

유료방송시장의 광고규제 정체 원인과 규제완화 방안

콘텐츠의 디지털화와 네트워크의 광대역화로 인한 다매체 다채널 환경은 광고시장에도 많은 변화를 초래하고 있다. 콘텐츠 유통 윈도우로서의 플랫폼은 증가하고 있지만 이를 장악하는 미디어는 제작능력과 자본능력을 보유한 소수의 매체라는 점에서 증가하는 플랫폼을 통한 추가 광고의 수익은 대부분 이들 거대 독점 미디어에 쏠려 있는 것이 현실이다. 여기에 미디어렙 법안이 국회 본회의를 통과하면서 일부 미디어에 편중된 광고시장의 쏠림현상이 가속화될 전망이다. 이와 같은 현실에서 다양한 장르와 실험적인 도전으로 새로운 콘텐츠 제작과 유통의 성장이 예견되고 있는 유료방송시장이 직접적인 영향권에 놓일 전망이다. 따라서 본 연구는 유료방송광고시장의 확대를 위한 방법론과 대안을 제시하고자 한다. 연구의 결과, 간접광고와 가상광고, 광고금지 품목에 대한 개선방안이 제시되었고, 기업과 정부 차원에서 광고시장 확대를 위한 방법론이 제시되었다. As contents go digital and networks go broadband, there are a lot of changes made to Ad market caused by multimedia and multichannel environment. While platforms as the contents distribution window are increasing, the reality is that additional Ad revenue through platforms is concentrated on mammoth exclusive media because there are small number of the media that has control over platforms is able to create production and provide capital. In addition, as Media rep laws is passed at the Assembly plenary session, tipping effect in Ad market concentrated to some media. In this reality, pay TV market is expected to be within its direct orbit as it is predicted to produce new contents and distribution growth thanks to a wide variety of genres and experimental challenge. Thus, this study is to propose the methodology and an alternative for pay Ad market expansion. As the result of this research, an improvement scheme of indirect advertisement, virtual advertisement, and prohibited advertising item is suggested, and methodology for advertising market expansion is suggested through enterprise and government.

스포츠 광고유형이 광고태도, 이용행위, 구매의도에 미치는 영향

The purpose of this study is to establish an efficient sports marketing communication strategy, and this study attempted to accomplish the purpose by investigating factors having effect on consumers` purchase intention by the advertising type. Therefore, this study used virtual advertisements and stadium advertisements as a stimulus, through which survey participants were divided into two groups based on the recollection level in each advertising group so that the difference and causality between factors might be investigated. As a result of comparatively analyzing the causality between factors having effect on the purchase intention of each group, this study found out that the virtual advertising recollection group had positive effect on the purchase intention through entertainingness and informativeness and even involvement, the primary behavior caused by the two previous factors, and the stadium advertising recollection group also had positive effect on the purchase intention through informativeness, but inconvenience had static effect on its conversion. When the conversion is completed, the chance of contacting advertisements comes to be lost, further naturally having negative effect on the purchase intention.

Beyond the playground: the representation of reality in fashion dolls' advertisements

This article analyses the meanings conveyed by the discourse of web advertisements of the Brazilian fashion doll Susi, extracted from www.estrela.com.br. Drawing on Halliday's (1994) Systemic Functional Grammar for the analysis of the transitivity features and nominal groups, it focuses on the topics that Susi's ads reflect, the roles they convey and the type of relationship established among its participants. The analyses of the transitivity features of Susi's virtual advertisements have pointed to the construction of a world textually characterized by activities typical of the upper-middle class, which revolve around material and relational processes. The analysis of the nominal groups further specify the nature of such activities by relating them to affairs such as fashion, beauty, diet, sports, leisure, studies and career, altering, therefore, a traditional view on women's representation centered on the domestic sphere.

MPEG-21 digital items to support integration of heterogeneous multimedia content

The MELISA system is a distributed platform for multi-platform sports content broadcasting, providing end users with a wide range of real-time interactive services during the sport event, such as statistics, visual aids or enhancements, betting, and user- and context-specific advertisements. In this paper, we present the revamped design of the complete system and the implementation of a middleware entity utilizing concepts present in the emerging MPEG-21 framework. More specifically, all multimedia content is packaged in a self-contained “digital item”, containing both the binary information (video, graphics, etc.) required for the playback, as well as structured representations of the different entities that can handle this item and the actions they can perform on it. This module essentially stands between the different components of the integrated content preparation system, thereby not disrupting their original functionality at all; additional tweaks are performed in the receiver sides, as well, to ensure that the additional information and provisions are respected. The outcome of this design upgrade is that IPR issues are dealt with successfully, both with respect to the content itself and to the functionality of the subscription levels; in addition to this, end users can be presented with personalized forms of the final content, e.g., viewing in-play virtual advertisements that match their shopping habits and preferences, thus enhancing the viewing experience and creating more revenue opportunities via targeted advertisements.

Virtual advertising and brand awareness

The purpose of this study was to analyse the effectiveness of virtual advertising on consumer memory of brand sponsorship. More specifically, we sought to compare the capacity of consumers to identify brand sponsors virtually inserted within a televised sporting event to their ability to remember conventional television commercial sponsors. A 40-minute segment of a televised broadcast of a Southeastern Conference (SEC) football game, complete with television commercials and virtual advertisements, was the means of study used to assess the effectiveness of the different forms of advertising in terms of brand sponsorship identification. The findings suggest differences between spectator identification of virtual ads and television commercials on consumer memory. Management and marketing implications are discussed. This exploratory study serves as a foundation for further research on the effectiveness of virtual advertising and additional research streams are proposed.

On the Ethics of Product Placement in Media Entertainment

This study examines the ethical propriety of current trends in product placement in television and film entertainment. Historical background for the product placement concept and practice is provided. Changes in the marketing climate that have provided a push for product placement are outlined. A characterization of the product placement industry as it stands today, and the ethical issues raised by the practice frame the analysis. Three distinct “genres” of contemporary product placement are analyzed: (1) Product Placement, (2) Product Integration, and (3) Video Insertion. First, the rise of Product Placement, strategic changes in use, and increased dependence on revenues in production will be discussed. The second section examines a newly mounted form of Product Integration, whereby product placement plays a key role in content development and support of production in television and film. Third, the origins of Video Insertion will be traced to the Princeton Video Image invention of its proprietary L-VIS product. The ethical efficacy ofplacing “virtual advertisements” in space and times that do not naturally exist will be examined. The article closes with summary assessments and consideration of recommendations for action. Ethical issues focused on in the assessment include deception, artists' rights, and excess commercialism. Recommendations consider the climate for full and advance disclosure of product placements in media entertainment, the prospects for a voluntary rating system, and the threat of reclassifying product placement infused media entertainment as commercial speech.