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

Stefan Rudolf Sonntag; Na Xing

doi:10.1109/IC3D.2013.6732080

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

Stefan Rudolf Sonntag, Na Xing

Research output: Chapter in book / Conference proceeding › Conference article published in proceeding or book › Academic research › peer-review

1 Citation (Scopus)

Abstract

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 language	English
Title of host publication	2013 International Conference on 3D Imaging, IC3D 2013 - Proceedings
Publisher	IEEE Computer Society
ISBN (Print)	9781479932030
DOIs	https://doi.org/10.1109/IC3D.2013.6732080
Publication status	Published - 1 Jan 2013
Event	2013 3rd International Conference on 3D Imaging, IC3D 2013 - Liege, Belgium Duration: 3 Dec 2013 → 5 Dec 2013

Conference

Conference	2013 3rd International Conference on 3D Imaging, IC3D 2013
Country/Territory	Belgium
City	Liege
Period	3/12/13 → 5/12/13

Keywords

3D advertising
aesthetics
emotion
immersion
persuasion

ASJC Scopus subject areas

Computer Vision and Pattern Recognition

More information

10.1109/IC3D.2013.6732080

Cite this

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An investigation of the effectiveness and persuasiveness of stereoscopic 3D advertising. / Sonntag, Stefan Rudolf; Xing, Na.
2013 International Conference on 3D Imaging, IC3D 2013 - Proceedings. IEEE Computer Society, 2013. 6732080.

Research output: Chapter in book / Conference proceeding › Conference article published in proceeding or book › Academic research › peer-review

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

Abstract

Conference

Keywords

ASJC Scopus subject areas

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