Virtual Reality (VR) and Augmented Reality (VR) in Marketing ADV 490 | Spring 2017

Virtual Reality

Virtual reality is the "the computer-generated simulation of a three-dimensional image or environment that can be interacted with in a seemingly real or physical way by a person using special electronic equipment, such as a helmet with a screen inside or gloves fitted with sensors."

Two essential components of a VR experience:

  • A computer generated 3D "virtual world"
  • A system that would allow the human to and perceptually experience the virtual world through their senses (i.e., a virtual experience)

For marketers and advertisers, VR offers new opportunities:

  • infinite amount of space for displaying advertising messages
  • consumer novelty
  • new ways for consumers to interact with products
  • a new social experience
VR is not just about the technology, is about the human mind!

Some key theoretical issues in VR

  • presence
  • immersion
  • empathy
  • self-identity

Augmented Realty

VR transports human consciousness into the digital world. In VR, our mind literally travels to a different "world". AR, on the other hand, allows us to interact with the digital virtual world without leaving the real world.

AR is a broad concept that involves core features:

  • mixed-reality display in real time (mixing real and digital objects in the same space in real time)
  • human-virtual object interactions (humans interacting with the virtual objects using natural and intuitive gestures)

Applications of AR in advertising and marketing:

  • Mixed reality projection
  • AR + OOH Advertising
  • AR + app
  • AR + location-based advertising

AR + social

Issues to contemplate

  • Other applications of VR and AR in marketing
  • Novelty aside, what are some of the more serious scientific, business, social, and cultural implications of VR and AR technologies?
  • What are the philosophical issues surrounding VR and AR?

Credits:

Created with images by Dita *is Catching Up* Actor - "SL Stock : A Bugs Life V" • Dita *is Catching Up* Actor - "SL Stock : A Bugs Life VI" • ElisaRiva - "head brain thoughts" • geralt - "smartphone face man"

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