Research On Communication Effects Of Augmented Reality Advertising

Augmented reality advertising is a new form of advertising, which has attracted much attention in recent years. It stands out with its unique interactivity and interestingness in this new information environment, new technology and new platform, at the same time, it injects fresh blood into the declining traditional advertising. Such forms of advertising will transmit the non-visual information entities (such as taste, touch, action response, etc.) which the traditional advertising cannot pass by applying augmented reality technology to simulate, and then the superposition of the real world is perceived by the senses of the audience, so as to achieve the user experience of simulation of real and beyond the reality. This user experience cross virtual and reality and make augmented reality advertising have higher entertainment, interestingness, interaction and marketing value. However, how great changes can this new form of adverting bring to the advertising industry and what kind of communication effect it can achieve, what are the strengths and weakness when it compared to the traditional advertising, those questions are quiet worth to explore.This paper explore the communication effect of augmented reality advertising through reading and thinking relevant literature especially about the augmented reality advertising and communication effect, combining with my own practice experience and questionnaire survey feedback, and using both qualitative and quantitative methods. First of all, the paper analyzes the effective mechanism of communication augmented reality advertising, and expounds the analysis from four aspects, including four aspects,the effective characteristics, the effective form, the effective process and the effective principle; The model of propagation was established based on the principle of analytic hierarchy process and the characteristic of augmented reality advertising, and obtained the weight of each index according to calculating the scores by the expert scoring method, then I analysis the communication effect of augmented reality advertising and the traditional video advertising in the form of questionnaire survey from five aspects including the effects of cognitive, psychology, attitude, action, indirect communication effect and augmented effect, and get the communication effect of preliminary determination. Finally, the data collected from the valid questionnaires was calculated by using the analytic hierarchy process method, and comparing the communication effects with augmented reality advertising and traditional video advertising, and get the final score of augmented reality advertising. Through the investigation, I found that augmented reality advertising as a new form of advertising still has certain communication effect, especially in cognitive level effect and augmented effect. Advertisers can develop the corresponding augmented reality advertising according to their own specific needs.