The Effectiveness of Augmented Reality Technology in the Airport Advertising

Moustafa, Sahar Moustafa; Qutp, Maysoon Mohamed; Abu Donia, Samar Hany

doi:10.21608/jdsaa.2023.204287.1269

The Effectiveness of Augmented Reality Technology in the Airport Advertising

Document Type : Original Article

Authors

¹ Ashgar compound , 6th. October, Cairo, Egypt

² Professor of Design, Dean of the Faculty of Applied Arts, Advertising Department, Helwan University, Giza, Cairo, Egypt

³ Professor of Design, Advertising Department, Faculty of Applied Arts, Helwan University, Giza, Cairo, Egypt

10.21608/jdsaa.2023.204287.1269

Abstract

Augmented reality technology can easily be used as a helpful tool for conveying valuable information to the recipients in the airport in an interactive way. Airports are a collection of interesting objects attached to exciting narratives. With the help of augmented reality, these narratives can include enriching visuals and stories that help us get deeper into the meaning of the advertising message. Augmented reality technology aims to combine a static object with different audio/visuals, building an emotional connection with recipients, which encourages them to make purchases and strongly influences airport advertising content. The research problem is seeking to answer how can apply augmented reality technology in the advertising field to be a more attractive effect in the airport. The research follows the descriptive approach to present the research problem, followed by the analytical approach to present the most important models that the search seeks in the airport advertisements in which augmented reality was used in the last ten years. The researcher assumes that applying augmented reality technology to advertising inside the airport may achieve a more attractive effect, as a result, the recipients respond to the advertising message. The main result can be summarized in Increased engagement, as Augmented reality technology can create engaging and interactive experiences that capture recipients’ attention. This can lead to increased brand awareness and engagement with the advertisement in the airport.

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