La realidad aumentada en la hipermodernidad: el caso de la publicidad comercial. Análisis comparativo y clasificación de proyectos, desarrollos y actores en España y Reino Unido

Abstract

In light of the mutable media ecosystem of hypermodernity, the field of advertising has to confront a complex and highly competitive scenario that hinders its practice and impacts on the effectiveness of its message. As a result, publicists and advertisers must adapt, submitting themselves to a constant process of reinvention, finding new ways to connect with and catch the attention of their target audience. A hypermodern audience that lives between two worlds: the digital and the real. In this process of adapting advertising to the demands of the new media ecosystem, and consequently, to the assimilation of technological trends, the use of augmented reality is particularly prominent, generating new ways of creating and diffusing advertising content, communicating with the audience and purchasing a product. It is understood to be the interactive technology that makes it possible to add virtual information to real space, integrating the real and the virtual in real time, and offering a new view of the world. This PhD dissertation aims to offer a holistic and multidimensional approach to augmented reality in the field of commercial advertising, approaching the phenomena from different connected dimensions; and to deepen the analysis of the contents of the projects, the user and the brand; as well as consider the characteristics of the sociological context of hypermodernity, in which it is developed. All this to provide a stronger basis for a better understanding of this technology and valuable contributions, both in the academic and scientific sector and business and advertising. This includes valuable operational analysis and information that could be taken as a basis to facilitate future projects and studies about augmented reality, as well as, in a more general sense, increasing the knowledge toward this field.

Date of Award	16 Jul 2018
Original language	Spanish
Supervisor	Maria Rosa Franquet Calvet (Director)