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Publication
A Realidade Aumentada Como Meio de Comunicação: Relações entre Publicidade Interactiva, Cinema e Realidade Aumentada
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 8.6 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A evolução tecnológica dos tempos é assoberbante. Todos os dias surgem
novos aparelhos hi-tech que nos assolam com as suas capacidades tecnológicas e que
têm vindo a invadir todas as áreas, principalmente áreas que se encontram
intrinsecamente relacionadas com a comunicação em massa. Este trabalho tem como
principal objectivo explorar algumas das opções e áreas nas quais a “nova” tecnologia
que tem vindo a ser cada vez mais utilizada, a Realidade Aumentada, pode vir a
singrar no meio comunicacional. O marketing, a publicidade e agora o cinema, têm
vindo a apostar neste meio de comunicação cada vez mais, dando a oportunidade ao
utilizador ou público-alvo, dependendo da área em questão, a fazer parte da
experiência que se encontram a publicitar ou a divulgar.
É importante referir e não esquecer que estas novas tecnologias interagem e fazem
parte do dia-a-dia quotidiano de todos nós cada vez mais; assim sendo, iremos ainda
tratar de analisar e explicar em que medidas é que, a maneira e o tipo de visionamento
de imagens/modelações de animação alteram o dia-a-dia de cada um de nós, quais as
suas principais implicações. Em suma, interessa entender o que é a Realidade
Aumentada, para que serve e até que ponto virá trazer mais do que uma interacção
publicitária em que o objecto de divulgação somos nós e aquilo que trazemos
connosco.
Through the years, technology development has been overwhelming. Each day, new hi-tech is given to us, spreading like a plague, with their technological capabilities and invading all areas, especially those that are intrinsically related to media and mass communication. This essay has its main purpose to explore some of the options and areas where Augmented Reality - this “new” technology that’s being used increasingly - could thrive in the midst of communication. Marketing, advertising and cinema have been focusing on this type of communication, giving the opportunity to the user or the audience to be part of the experience, which is being advertised or publicized. It is important to mention and to remember that these new technologies interact and are part of a day-to-day experience for all of us; therefore, I will try to analyze and explain in what measures the type of display of an image/animation modeling can change (on a daily basis) the life of each and everyone of us, and which are their main implications. In summary, the most important thing we need to understand is what actually Augmented Reality is, what is its main purpose and how will it become more than simply interactive advertising, as we all know, when we are the product that is being sold and publicized – us, as an individual, and what we have with us."
Through the years, technology development has been overwhelming. Each day, new hi-tech is given to us, spreading like a plague, with their technological capabilities and invading all areas, especially those that are intrinsically related to media and mass communication. This essay has its main purpose to explore some of the options and areas where Augmented Reality - this “new” technology that’s being used increasingly - could thrive in the midst of communication. Marketing, advertising and cinema have been focusing on this type of communication, giving the opportunity to the user or the audience to be part of the experience, which is being advertised or publicized. It is important to mention and to remember that these new technologies interact and are part of a day-to-day experience for all of us; therefore, I will try to analyze and explain in what measures the type of display of an image/animation modeling can change (on a daily basis) the life of each and everyone of us, and which are their main implications. In summary, the most important thing we need to understand is what actually Augmented Reality is, what is its main purpose and how will it become more than simply interactive advertising, as we all know, when we are the product that is being sold and publicized – us, as an individual, and what we have with us."
Description
Dissertação apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Ciências da Comunicação, ramo de Tecnologias da Comunicação