A Study On The Situational Interaction Of Ambient Advertising

When the limitation of traditional advertising communication model is becoming more and more highlighted, ambient advertising, which emphasis on the interaction with the surrounding environment and the contents of the advertisements boomed, attracted the attention of academia and industry. However, domestic and foreign research on ambient advertising is still in the discussion stage at present, there is no authority especially in terms of concept of ownership. This author believes that ambient advertising demand the audience, the contents of advertisements, and surrounding environment formed by the mutual situation, which makes the audience to participate in the direct or indirect experience respectively. Therefore, "situational interaction" is always running through the elements of ambient advertising.This article studies on the ambient advertising from the perspective of situational interaction. First, carded the related research of Chinese and foreign ambient environment in development, concept, evolution, classification standard, the value function, function mode and so on; Then, based on the comparison and analysis of ambient advertising and outdoor advertising, interactive advertising, and uncommon media advertising, summed up the propagation characteristics of ambient advertising, and summarized the key factor of ambient advertising is the situation interaction; Next, combined the theory of cognitive psychology, environmental psychology and advertising to comprehend the situational interaction of ambient advertising; Furthermore, based on the empirical study of content analysis, proposed hypothesis from present form and demand characteristics, collected advertising case and coded for sample statistical with content analysis method, then tested and corrected the hypothesis. Finally based on the results of the study reflect the development bottleneck of ambient advertising in current, come to the conclusion of four unfavorable factors that creative design is subject to the environment, the novel experience cut over time, the specific brand memory degree is low, the visual stimuli are easy to be interference. Then put forward three promote strategy from the angle of the new media technology, the multi-sensory experience and integrated information dissemination.