Перспективы использования технологии дополненной реальности в социальной рекламе

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  • 1. ...........................................................................................................2 1. 1. AugmentedReality: , , .........................................................................5 1.1. .....................................................................................................5 1.2. ...... 10 1.3. AugmentedReality............................. 12 1.4. ................................................................................................... 17 2. 2. AugmentedReality ........................................................ 23 2.1. .............................. 23 2.2. ....... 27 2.3. AR- ..................................................................................................... 31 2.4. AugmentedReality................... 34 3. 3. AR .............. 36 ..................................................................................................... 41 ......................................................................................... 44

2. . (AugmentedReality, AR) , GoogleGlass, .1 , , : , , , . , , . , AR $6 2016 .2 , , , AugmentedReality . 2014 , , ( ) . , - . -, , 1 ? URL: http://arnext.ru/dopolnennaya-realnost 2 Augmented Reality - the 8th Mass Medium: TomiAhonen at TEDxMongKok; URL: http://www.youtube.com/watch?v=EvyfHuKZGXU 3. , -, . , . , , . , , . , - . , . , . , , AugmentedReality . : . : 1. 2. ( AugmentedReality) 3. 4. : AR . : . : . , , . , -, AugmentedReality. , , , , , , , , 5 . , , . , AugmentedReality , AR. 5. 5 1. 1. AugmentedReality: , , 1.1. , (AugmentedReality AR) 5-7 , 60- , . 50 , , . , AugmentedReality, , , , , , AR . , AR. - . , . 1960- . - , . . , 6. 6 . . , , , , . , , , . . . , , , , , , , . Sensorma 1956 , 1965 . 70- 3D , . - . 70- 80 . NASA, . 90- Boeing: . 1993 . 7. 7 , . 90 . . , 1997. TouringMachine- , . , . , . 70- . , 1979 SonyWalkman . 80- , . , .3 90- . , . . AppleNewtonMessagePad (1993 ) PalmPilot (1997 ), ( , , ). 3H.Karimi and A.Hammad.. Location-based computing and services,Taylor&Francis books ltd.-01/2014 8. 8 : , , . "", (, ""), . 4 1992 . 90- . ARTtoolkit ( ) , . 2000 , 2008 . . , . , , , , , , .. , . 4H.Karimi and A.Hammad.. Location-based computing and services,Taylor&Francis books ltd.-01/2014 9. 9 , . , , , . , , , .5 5Augmented Reality & Virtual Reality Market (20132018) By Technology, Sensors & Components, Applications, Geography Marketersandmarketers, 2014 10. 10 1.2. , . , . 6 , . , , . . , . , , , . , , . 6 ( ), , , 2012. 11. 11 - . - - . , . . , , . 12. 12 1.3. AugmentedReality , , AugmentedReality . AR , , , . AugmentedReality , , , , , , , , . , , AR . AugmentedReality , , , , , . , AugmentedReality MonthlyEconomicReview (AugmentedReality:MakingExistenceLargerthanLife) Telegeoinformatics:Location-BasedComputingandServices (Chapter 9.MobileAugmentedReality). . , . , Boeing . 13. 13 , . - , . . . . , , . , . ( ; , ). . . , . . . . , , . , . . 14. 14 . . . . - . . . , . . , , . (, ). . . , . , , . (, , ; , ). 15. 15 . , . . , , . , , , , .. . . . . , . , . . 7 . , , . , . IBM , . . 7H.Karimi and A.Hammad.. Location-based computing and services, Taylor&Francis books ltd.-01/2014 16. 16 . . 3D , , . , , .8 8Monthly Economic Review, Making Existence Larger than Life, 15.05.2013. 17. 17 1.4. - . - handsfree . : , , , . handfree . , . , , , , .9 7 , . 2009 , , , - , . iPhone, , . 2009 Google GoogleGoggles, Nokia Point&Find, - . 9 ( ), , , 2012. 18. 18 2012 augmentedreality AppStore 2000 , - . , , . . . . , : o " " , . o -, . o , . o - . , . . MarketsAndMarkets Wearable Electronics & Technology Market (Sensors, Battery, Display, Networking) $814 . , $2 , 2018 $14 . 19. 19 . 18%, , . , , . . , 2017-2018. , : Samsung, Sony, Apple, Adidas, Fibretronic, Google, Vuzix, Recon, Olympus.10 , JuniperResearch 2014 732 . . ARCChart , , , 2015 2,2 . . ABI Research , 2016 3 . . MarketsandMarkets . 2016 5,15 . . JuniperResearch , 2014 400 . AugmentedReality . 2016 ( 10MarketsandMarkets, Wearable Electronics & Technology Market, October 03, 2013 20. 20 ) .11 , AR . , , .12 MobileAugmentedReality: Smartphones, TabletsandSmartGlasses 2013-2018 , , . , , . , , . , , . .13 . 2013. ABIResearch $670 , 2018 $2,5 11 ( ), , , 2012. 12 , 5 3 , ARNext- , 7 2013. 13SourceWireNews Distribution,Press release- Mobile Augmented Reality Users to Approach 200 Million Globally by 2018, 06 November 2013; URL: http://www.sourcewire.com/news/80387/mobile-augmented-reality-users-to- approach-million-globally-by-finds#.U3s3TNJ_srU 21. 21 . , . .14 , , , . (, ). ABIResearch, , Bigdata . " ", .15 JuniperResearch, 60 , 200 2018 . , , . , JuniperResearch , . . 14ABI Research, Press Release, Developers to Invest $2.5 Billion in Augmented Reality in 2018; Look for Enterprise to Drive Smart Glasses, July 3, 2013 15 ABI Research, Press Release, Developers to Invest $2.5 Billion in Augmented Reality in 2018; Look for Enterprise to Drive Smart Glasses, July 3, 2013 22. 22 , , , , , , . , , . GoogleGlass .16 AugmentedReality , , , , , . , , . , , , , . MarketsandMarkets, ABIResearch, JuniperResearch 2018 , AugmentedReality . 16SourceWire News Distribution, Press release- Mobile Augmented Reality Users to Approach 200 Million Globally by 2018, 06 November 2013; URL: http://www.sourcewire.com/news/80387/mobile-augmented-reality-users-to- approach-million-globally-by-finds#.U3s3TNJ_srU 23. 23 2. 2. AugmentedReality 2.1. , , . , . . , , . . . , , . , . , "" , . . , ; . , 24. 24 , .17 - . " ". , . , , : , , . , 2016 78 . .18 3D - (, , ), , . , AR (ARvertising ). 17. , , 5 2014; URL: http://bubunta.com/dopolnennaya-realnost-v-ramkax-reklamnoj-industrii.html 18 ( ), , , 2012. 25. 25 , , - . , , . , . . , . , . , . , . , , . , , . , " , , , .., , , ". . , , ; 26. 26 , . . URL , -. , . 15-35 , . . , , . . , - . , , , . 27. 27 2.2. , - , , - .19 , . , . , . , , . , .20 , . , , - . , , . 19 , . . . .: , 2012. C. 24. 20, . 25. 28. 28 , .21 , , . , , : , . . , , , , . 21 , . . . .: , 2012. C. 27. 22PhilipKotler, NancyLee, andMichaelRothschild, 2006 122 DEFINITION Social marketing is a process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviors that benefit society (public health, safety, the environment, and communities) as well as the target audience. Similarities to commercial marketing include: Customer-orientationiscritical Audiencesaresegmented All 4Ps areconsidered Market research is key to success Resultsaremeasuredforimprovement Incommercialmarketing, however: Financial versus societal gain is the goal Goods & services are sold versus behaviors Competitors are other similar organizations 29. 29 , , , , . , , : 4P (, , , ) : - . . , , . , , . , . 30. 30 , . , . 1. . , . . 2. . . , . 3. . . , , , .23 , ( ) , . , AR , . 23 : // ARNext, , 2013; URL: http://arnext.ru/articles/dopolnennaya-realnost-preodolevaem- yuridicheskoe-minnoe-pole-1499 31. 31 2.3. AR- AugmentedReality , . . , , , , . , AR- , , , , , , , . , , . , , . , , AugmentedReality . -, , -, , AR. , AugmentedReality, , 32. 32 , . AR, , . , , , . , . . .. : 1. : . , : , ; , . 2. . : ? ( ); ? ( ); ? ( ).24 24 . . : : . . .: , 2008. 33. 33 3. . , . 4. . , , , . 5. . , , . : : . . , , , .25 25Kotler P., Lee N. Social marketing:Influencingbehaviors for good. SAGE Publications,Inc.,2011. 34. 34 2.4. AugmentedReality , . , ( ) . . , , . , . , , - , . , , , . , , .. , . , . , - , , . , , ( ) , , 35. 35 . , , , , .. - , , . . . -. , , . . , , HTML HTML, . . , . . , , . . , , , . 36. 36 3. 3. AR , AugmentedReality , , . 2011 WWF LeoBurnett HowdoyouexperienceDeath? . , WWF . 20 3000 , 500. - , . WWF PR-, AugmentedReality. , , . - . , . , . , , . ( 1 2) 2 1 37. 37 , . , WWF , , - , . , . , . , . 3000 150 , 3 , 2011 - .200 !26 WWF - AugmentedReality. 5 CocaCola, . 2013 ArcticHome, .27WWF, CocaCola, , , , 26 WWF tiger t-shirts causewearers to be shot // Brian Ozborne, GEEK, 2010.; URL: http://www.geek.com/geek- cetera/wwf-tiger-t-shirts-cause-wearers-to-be-shot-1287389/ 27WWF - Coca-Cola Arctic Home Campaign - Augmented Reality | WWF, 2013.; URL: http://www.youtube.com/watch?v=h2Jg8ryVk1k&feature=kp 38. 38 . , , , . 3 , WWF CocaCola ArcticHome, AugmentedReality . 3D , . - , , - , . , . ( 1). , , , YouTube WWF CocaCola, 40 . 39. 39 AugmentedReality DeathRevealer, TheVillage LeoBurnett 2011 . - , , , , . , , . 4 TheVillage , iPhone, , - . GPS, GoogleMaps AugmentedReality. , , iPhone, , , ( 4). , , . : - , .28 ( 28http://specials.the-village.ru/death_revealer 5 40. 40 ), QR- ( 5). , . , , .29 AugmentedReality : , , , . AugmentedReality, , . AR-, , , . , -, , , , . Word-of- mouth. , , , , . 29Death Revealer.The Village. URL: http://specials.the-village.ru/death_revealer...

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