The Utilization of Virtual Reality for Commercial Purpose: Taking Television Broadcast Advertising as an Example

• Main Author: Mohd Nor, Nur Esfalaila
• Format: Final Year Project
• Language: English
• Published: Universiti Teknologi PETRONAS 2005
• Subjects: ZA Information resources
• Online Access: http://utpedia.utp.edu.my/9382/1/2005%20Bachelor%20-%20Web-Based%203D%20Environment%20For%20Urban%20Houses.pdf; http://utpedia.utp.edu.my/9382/

In general, current research suggests that virtual environments, compared to classical advertising media, provide users with a higher level of presence, more perceptual and psychological immersion. This paper reviews how virtual reality enables private companies and public organizations to support business advertising by creating new business opportunities and to promote more proactive service management by using television broadcast advertising as a medium. This, in turn, will have the effect of making him I her less aware of embedded persuasive message, which will thus have a moderating effect on various advertising-related outcomes, less advertising recall, but more positive brand attitude, and favorable purchase intention This paper that due to their specific character, integration, interactivity, hypermedia, immersive and narrative virtual environment could be a more effective persuasion charmel than classical advertising media. This is a momentum to see how far virtual reality is able to rival video in television advertising. Virtual reality has grown very well nowadays but the usage in society and in the business community is minimal. Therefore, by introducing virtual reality in new environment; advertising will create a new era, which provides technical foundation for the computer software and hardware that drives to the advertising environment. This project will be of interest to practitioners involved in virtual environment development in the television broadcast advertising. The scope of studies for this project covered the advertising, education, entertainment and human senses. All scopes are inter-related in this research. Rapid Application Development (RAD) has been chosen as a methodology of the project. This will be a useful finding for product in virtual reality advertising. v