基于虚拟现实技术的户外互动广告创意研究
[摘 要]随着数字技术的快速发展，传媒市场也发生了翻天覆地的变化，以虚拟现实技术为代表的新媒体的出现与应用引发了我国广告传播理论和实践的一次巨大改革。新媒体时代的到来也为传统广告的广告创意模式带来了颠覆性的变化。打破传统广告模式的束缚，从细节化、具体化转向整体框架的整合；广告创意评价体系也由传统只重视信息表现的ROT，升级到了SPT，即可搜索性(Searchable)，可参与性(Partieipative)，可标签化(Tag-able)；广告创意的接受者注重参与，可是实现产品的亲身体验。由此可以看出，我国的广告业已经发生了不可轻视的变化。
[关键词]虚拟现实技术；户外广告；互动；创意
Based on the virtual reality technology of outdoor interactive advertising creative research
[Abstract] With the rapid development of digital technology, media market also has undergone earth-shaking changes, virtual reality technology as a representative of the emergence of new media and application in China by advertisement communication theory and practice of a great reform. The arrival of the era of new media for traditional advertising creative advertising model brought disruptive change. Break the bondage of traditional advertising model, from the specific details, to the integration of the whole framework; Advertising creative evaluation system from traditional only to take the information of the performance ROT, upgraded to the SPT, can searching capability (Searchable), and participation (Partieipative), but the label (Tag a able); Advertising creative recipients attention involved, but realize product experience. Can see from this, the advertising industry in China has been underestimates of change.
[Keywords] Virtual reality technology; Outdoor advertising; Interaction; creative
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