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Advertising and marketing

Cinema and Television. Virtual Scenography

Videogames

Introduction

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M arketing and adver-tising world always has to try to innovate.

Nowadays traditional strategies are becoming useless so many companies are introducing new techniques such as agument-ed reality. Its main applications in marketing and advertis-ing atmosphere can be classi-fied in three different groups depending on the objetive.

CAMPAIGNS WHERE THE KEY IS THAT THE CONSUMER KNOWS IN

DEPH THE PROGUCT

CAMPAIGNS WHOSE PURPOSE IS

TO INCREASE THE PERSUASION

(IN PRINT)

CAMPAIGNS THAT TRY TO INTRODUCE THE CUSTOMER INTO THE PRODUCT TO MAKE HIM/HER FEEL MOVED OR IDEN-TIFIED

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In this field, the augmented reality is being used as a subsitute for the traditional scenography.

In television, sets are changing and the use of the Chroma is becoming more common. This way, it is no necessary a real set, because viewers are seeing virtual elements that are superimpossed by a computer.

One example of augmented reality is the case of Catalonia elections, where graphics and statistics were done by TV3 using this technique.

In cinema, we are most used to see this kind of thing. Nowadays, many films are recorded in sets that are completely green and the 99% of the scenography is built afterwords using computer. This is used especially in fantanstic films. Two exam-ples are Alice in Wonderland and Avatar.

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The gaming industry is a market that is constantly evolving thanks to the technology. In the United

States this sector works really well, and for this reason some companies have decided to incorporate the augmented reality in their videogames.

ARQuake Project:Is one of the first augmented reality video games that

became successful. The gamer can play the classic video

game “Quake”, consisting in killing virtual monsters, but

in real locations with the help of glasses and pistols.

EyePet:Is a video game created by PlayStation for PS3 and it is ai-

med at children and families. The game uses augmented

reality in order to having a pet and taking care of it vir-

tually. Using the Play- Station Eye (a camera) and a card

that must be lo- cated on the floor, players can see them-

selves with their new pet in the place where the really are.