An investigation of the effectiveness and persuasiveness of stereoscopic 3D advertising

Stefan Rudolf Sonntag, Na Xing

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

1 Citation (Scopus)


The rising popularity of stereoscopic 3D (three dimensional) moving images in cinemas and TV has created a new opportunity for advertisers - 3D ads. Advertising research has yet to fully determine whether 3D advertising effectively delivers commercial messages. To understand the cognitive and behavioural effects of 3D advertising, this study focuses on the use and effectiveness of 3D images in television commercials. Previous advertising research has examined the market, consumer and advertising media, and the effectiveness of advertisements. This study investigates people's perceptions of 3D images in advertising. Five variables are tested in this study: memory, aesthetics, brand awareness, persuasiveness and immersion.
Original languageEnglish
Title of host publication2013 International Conference on 3D Imaging, IC3D 2013 - Proceedings
PublisherIEEE Computer Society
ISBN (Print)9781479932030
Publication statusPublished - 1 Jan 2013
Event2013 3rd International Conference on 3D Imaging, IC3D 2013 - Liege, Belgium
Duration: 3 Dec 20135 Dec 2013


Conference2013 3rd International Conference on 3D Imaging, IC3D 2013


  • 3D advertising
  • aesthetics
  • emotion
  • immersion
  • persuasion

ASJC Scopus subject areas

  • Computer Vision and Pattern Recognition

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