Content Value Analysis of Taiwan Social Issues Advertising Design which Using AR

Conference: The IAFOR Conference on Educational Research & Innovation (ERI2022)
Title: Content Value Analysis of Taiwan Social Issues Advertising Design which Using AR
Stream: Design Thinking
Presentation Type: Virtual Poster Presentation
Ching-Jung Fang, Ming Chuan University, Taiwan


In the past, most of the methods to publicize social issues were Graphic Poster Design or TV advertisements. However, with the development of global Internet technology, people read newspapers and magazines less than before. Therefore, the value of print ads declined significantly after 2008. On the other hand, in 2016, the proportion of watching videos online surpassed that of watching TV in Taiwan for the first time, and mobile Internet has become the most common media for Taiwanese consumers. To let the new generation pay continuous attention to social issue advertisements, new technologies must be combined to enhance the value content of advertisements. This study is based on the fact that the population of some animals in Taiwan is decreasing, and they are even on the verge of extinction. Therefore, it is necessary to promote ecological conservation. The experiment process includes literature discussion, case studies on the ecological conservation poster works of the World Wide Fund for Nature, and the illustration works of three ukiyo-e-style artists. Finally, combine AR technology to design an AR advertisement for Taiwan's conservation animals. The results of this study show that the advertising environment evolves with the development of MarTech’s thinking and model, and advertising is everywhere. AR advertising with interactivity and immersion is gradually gaining consumers popularity. Social issue AR advertising uses text, images, and space to connect with the real world and it creates value to attract consumers willing to participate. It is effective in promoting the importance of ecological conservation and arousing.

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