A Research On Using Effects Of Augmented Reality Advertising

Compared to traditional advertisements with problems such as single forms and serious homogeneity,the novel forms and unique experience of augmented reality advertising may bring new opportunities for the development of the advertising industry.However,current augmented reality advertisements also have many defects.In this context,to properly evaluate the effectiveness of augmented reality advertising and provide targeted guidance on its design,it is necessary to clarify the rationality and the actual value of augmented reality advertising.In view of this,.this article starts with the most prominent media characteristics of augmented reality advertising:interactive,based on the theory of interactive media effects and the way of setting up comparative experiments,this paper discusses the effect of augmented reality advertising on user information acquisition efficiency,information memory and advertising attitude,and makes up for the lack of domestic research in this area.It provides some theoretical considerations for the research related to subsequent augmented reality advertisements,and provides research and practical care for augmented reality advertisements.The study found that the.use of augmented reality ads does not improve the user's information acquisition efficiency,but it can significantly improve the user's memory effect on the advertising content information and enhance the user's attitude towards the advertisement.On the basis of experiments,this study attempts to explore the mechanism of augmented reality advertising from the perspective of the application of digital media technology,including the introduction of spatial dimensions to extend user perception thresholds,consistent use to increase product awareness,and the combination of scene presentation products to deepen user memory.This study believes that there is reason to believe that the user effects of augmented reality advertising are better than ordinary ads,and that augmented reality advertising is worthy of adequate attention and input from the advertising industry.