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Graphic Design and Evaluation of an Augmented Reality for Advergame

Published: 13 January 2023 Publication History

Abstract

This letter attempts to introduce an Augmented Reality Advergame (ARA), which is designed to eliminate the pain-points present of current advergames. i.e., cumbersome interface design, excessive entertainment elements lead to user distraction, and low participation among middle-aged and elderly users. For this purpose, our ARA improves color scheme, optimizes graphic proportions, and reduces typographical complexity of interface design. Furthermore, we introduce an augmented reality way in interaction. Eye-tracking studies demonstrate that ARA is better at directing user attention to key information than the current advergames. Perceptive studies confirm that ARA user engagement is 25% higher than the control advergame.

References

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Muskan Sharma. 2014. Advergaming–The Novel Instrument in the Advertsing. Procedia Economics and Finance 11 (2014), 247–254.
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Ini Vanwesenbeeck, Michel Walrave, and Koen Ponnet. 2017. Children and advergames: the role of product involvement, prior brand attitude, persuasion knowledge and game attitude in purchase intentions and changing attitudes. International Journal of Advertising 36, 4 (2017), 520–541.
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Susann VIhma. 2010. On design semiotics. Objects & communication. MEI(2010), 30–31.
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Martin KJ Waiguny, Michelle R Nelson, and Ralf Terlutter. 2012. Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children. Journal of Marketing Communications 18, 1 (2012), 69–89.
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Shuai Yang, Jeffrey R Carlson, and Sixing Chen. 2020. How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad. Journal of Retailing and Consumer Services 54 (2020), 102020.

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Published In

cover image ACM Conferences
VRCAI '22: Proceedings of the 18th ACM SIGGRAPH International Conference on Virtual-Reality Continuum and its Applications in Industry
December 2022
284 pages
ISBN:9798400700316
DOI:10.1145/3574131
  • Editors:
  • Enhua Wu,
  • Lionel Ming-Shuan Ni,
  • Zhigeng Pan,
  • Daniel Thalmann,
  • Ping Li,
  • Charlie C.L. Wang,
  • Lei Zhu,
  • Minghao Yang
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 13 January 2023

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Author Tags

  1. Augmented Reality Advergame (ARA).
  2. eye-tracking
  3. graphic design
  4. interactive design

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  • Refereed limited

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VRCAI '22
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