智能广告视觉交互赋能效应研究

Research on the Empowerment Effect of Intelligent Advertising Visual Interaction

智能广告作为广告行业广泛应用的新模式,在视觉上也呈现出了新的交互特征。这种交互以用户、产品和社会为主体,并相比于传统的视觉交互产生了新的赋能效应。在用户层面,智能广告的深度协同和具身性特征赋能用户以创造性、临场感;在产品层面,智能广告的虚实呈现赋能产品以场景价值,并且通过智能创作的方式赋能产品艺术价值;社会层面,智能广告所带来的多感响应在赋能社会凝聚力的同时也通过技术整合赋能社会商业新价值。

Intelligent advertising,a new model widely used in the advertising industry,also presents new interaction characteristics in visuals.This interaction is user,product and social oriented,and has a new empowering effect compared to traditional visual interaction.At the user level,the deep synergy and embodied characteristics of intelligent advertising empower users'creativity and sense of presence;at the product level,the virtual and real presentation of intelligent advertising empowers the value of product scenes and the artistic value of products through intelligent creation;at the social level,the multi-sensory response brought by intelligent advertising empowers social cohesion and also empowers new social business values through technological integration.