- 學位論文
Webcam人臉偵測技術應用於互動式廣告之研究
The Application of a Web-Camera Based Face Tracking Technology on Interactive Advertisement
摘要
現今的廣告媒體除了傳統的電視、廣播、雜誌、報紙四大媒體及戶外、交通等廣告外，網路廣告的出現使廣告有更多的發展空間。網路廣告的優點是消費者能自由選擇廣告，且廣告本身能立即給予消費者回饋訊息，廣告帶給消費者不同的即時互動及回饋是其他廣告所沒有的。 在國外，有公司將互動硬體設備搭配軟體發展於互動廣告上。而台灣大部分將互動裝置應用在藝術作品或虛擬實境當中。目前台灣應用互動裝置於廣告上也漸漸開始發展成為新的廣告型式，也有相關研究開始探討這類的廣告。Webcam在互動技術上也常見，大多數還必須搭配其他的設備，其實可以運用影像處理讓Webcam本身可以偵測手部或頭部來控制互動內容。人臉偵測上多應用於電腦安全及資料安全的辨識上及互動裝置單純辨識是否有人在。 本研究運用MIT媒體實驗室開發的Attention Meter人臉偵測技術設計出簡單的小遊戲互動廣告，發展出人臉偵測新的應用，並探討以Webcam人臉偵測技術操作廣告之效果。本研究廣告內容以汽水為例，使用者利用左右搖頭及上下點頭來控制互動內容及汽水，來完成廣告互動。對30位受測者進行廣告效果測試，分別為品牌名稱記憶、廣告操作印象及廣告態度。 本研究測試結果，透過Webcam人臉偵測控制互動廣告品牌名稱記憶效果良好，廣告操作印象評價九成以上偏向本研究廣告目標，廣告整體態度也是良好的。人臉偵測操控互動廣告未來能繼續發展更多的互動方式，使人臉偵測能發展更多的應用層面。
並列摘要
There are various kinds of advertising media now. For example: televisions, broadcastings, magazines, news papers, outdoor advertising and transit advertising…etc. Beside above media, the appearance of the web advertising makes advertising having more and more development space. An advantage of web advertising is that consumers can select advertising freely and obtain messages advertising transmit immediately. Web advertising can interact with consumers and transmit feedback instantly, but traditional advertising can’t. Some companies use interactive hardware equipments and software to develop interactive advertising in abroad. Though interactive installations are used mostly in art or virtual reality in Taiwan, they are applied to advertising gradually now. Using interactive installations in advertising becomes a new advertising type in Taiwan, and there are more related researches to discuss this topic. Webcams are often applied to interactive technology, and the generality of application of webcams need to use other equipments. We can detect hands or heads to control interactive installations by using webcams and image processing. We often use face detection to identify computer security, data security and whether people’s images has in interactive installations. Researchers use Attention Meter face tracking technology which is developed by MIT media laboratory to design interactive advertisement in this paper. Researchers develop a new application for face detection, and discuss effects of advertising that is designed by face detection. The content of advertising in this paper advertises soda water. Users can control interactive contents and sodas by nodding or shaking user’s head. Researchers test thirty persons for memories of brand name, operate impressions and attitudes of advertising. The results of this paper are good evaluations for memories of brand name, operate impressions and attitudes of advertising. Therefore, people could continue to develop more interactive methods by interactive advertising that use face detection in the future. We could design more applications of face detection by developing interactive advertising.