Content Analysis of Augmented Reality in Viral Video Advertising (69015)
Session Chair: Zachary Beckstead
Saturday, 1 April 2023 13:40
Session: Session 3
Room: Room 703
Presentation Type:Oral Presentation
In the digital era, networking hardware is mature and stable, and various new media have been derived, driving the trend of AR advertising. The advertising industry gradually regards AR as an important communication tool for advertisers to launch marketing campaigns (Craig, 2018). The advertising campaigns combine new AR technology that allows customers to participate in the offline experience directly. In addition, the advertiser can upload videos of AR activities process on social media (such as YouTube). They use secondary information dissemination, and viral marketing to captivate the attention of consumers. However, there are few relevant studies on the advertising design of AR, and this issue is worth exploring. The purpose of this study is to explore the AR video ads for brand marketing. Through content analysis, we will explore the performance of AR video ads with a high number of views, their content information and creative strategies. To understand how the brand affects the viewer's potential psychological cognition, and then generate positive communication, form viral spread, and gain word of mouth and free publicity for the brand. The result can be a reference for the design of AR video ads in the industry and academia.
Authors:
Ching-Jung Fang, Ming Chuan University, Taiwan
About the Presenter(s)
Dr Ching-Jung Fang is a University Associate Professor/Senior Lecturer at Ming Chuan University in Taiwan
See this presentation on the full schedule – Saturday Schedule
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