新形態互動式燈箱廣告系統設計與探討

隨著科技的快速發展，傳統燈箱廣告已無法滿足人們求新求變的想法，單向的訊息傳遞方式無法讓廣告與消費者產生情感連結，過度飽和的廣告環境如何有效地傳達訊息給觀者，成為發展上的困境。本研究試圖突破燈箱廣告所遭遇的問題與瓶頸，提出一個廣告結合互動式數位燈箱系統之方法，以Kinect感測方式設計互動式公益廣告，藉由感測觀者的肢體動作來與燈箱產生互動，廣告同時具有表演性及雙向溝通的價值，不但能夠提升觀者注意到廣告的機會，同時也能增加開發利益，創造出一個以感測觀者肢體為核心概念之互動式燈箱廣告系統。

關鍵字

互動廣告；廣告燈箱；互動多媒體； Kinect

並列摘要

With the rapid development of technology, traditional advertisements would no longer have been able to fulfill modern consumers' taste of novelty and diversity. By utilizing integrated multimedia designs to advance the ideas of traditional lightbox advertisement, a new system of interactive Iightbox advertisements can improve the defects of the traditional ones such as the unemotional linkage with consumers and complicated database update, making it more easily to be accepted by consumers with attractiveness. By discussing the development of lightbox advertisements, this research is to address methods of combining interactive advertisements with digital lightbox systems, and to probe into the possibility of the development of interactive advertisement s. Users will be able to generate more interactive contents through different methods and advertisements to make their advertisements possess the performance and commercial value. It will not only increase the likelihood of the consumer purchase, but also amplify the benefit of the development of the systems of interactive lightbox advertisements.