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99 Webcam人臉偵測技術應用於互動式廣告之研究

出版年度:99

 

論文名稱:Webcam人臉偵測技術應用於互動式廣告之研究

 

研究生:卓憶如   指導教授:徐豐明

 

 


論文簡介:

  現今的廣告媒體除了傳統的電視、廣播、雜誌、報紙四大媒體及戶外、交通 等廣告外,網路廣告的出現使廣告有更多的發展空間。網路廣告的優點是消費者 能自甫選擇廣告,且廣告本身能立即給予消費者回饋訊息,廣告帶給消費者不同 的即時互動及回饋是其他廣告所沒有的。 在國外,有公司將互動硬體設備搭配軟體發展於互動廣告上。而台灣大部分 將互動裝置應用在藝術作品或虛擬實境當中。目前台灣應用互動裝置於廣告上也 漸漸開始發展成為新的廣告型式,也有相關研究開始探討這類的廣告。Webcam 在 互動技術上也常見,大多數還必頇搭配其他的設備,其實可以運用影像處理讓 Webcam 本身可以偵測手部或頭部來控制互動內容。人臉偵測上多應用於電腦安全 及資料安全的辨識上及互動裝置單純辨識是否有人在。 本研究運用MIT 媒體實驗室開發的Attention Meter 人臉偵測技術設計出簡單 的小遊戲互動廣告,發展出人臉偵測新的應用,並探討以Webcam 人臉偵測技術 操作廣告之效果。本研究廣告內容以汽水為例,使用者利用左右搖頭及上下點頭 來控制互動內容及汽水,來完成廣告互動。對30 位受測者進行廣告效果測詴,分 別為品牌名稱記憶、廣告操作印象及廣告態度。 本研究測詴結果,透過Webcam 人臉偵測控制互動廣告品牌名稱記憶效果良 好,廣告操作印象評價九成以上偏向本研究廣告目標,廣告整體態度也是良好的。 人臉偵測操控互動廣告未來能繼續發展更多的互動方式,使人臉偵測能發展更多 的應用層面。 There are various kinds of advertising media now. For example: televisions, broadcastings, magazines, news papers, outdoor advertising and transit advertising…etc. Beside above media, the appearance of the web advertising makes advertising having more and more development space. An advantage of web advertising is that consumers can select advertising freely and obtain messages advertising transmit immediately. Web advertising can interact with consumers and transmit feedback instantly, but traditional advertising can’t. Some companies use interactive hardware equipments and software to develop interactive advertising in abroad. Though interactive installations are used mostly in art or virtual reality in Taiwan, they are applied to advertising gradually now. Using interactive installations in advertising becomes a new advertising type in Taiwan, and there are more related researches to discuss this topic. Webcams are often applied to interactive technology, and the generality of application of webcams need to use other equipments. We can detect hands or heads to control interactive installations by using webcams and image processing. We often use face detection to identify computer security, data security and whether people’s images has in interactive installations.Researchers use Attention Meter face tracking technology which is developed by MIT media laboratory to design interactive advertisement in this paper. Researchers develop a new application for face detection, and discuss effects of advertising that is designed by face detection. The content of advertising in this paper advertises soda water. Users can control interactive contents and sodas by nodding or shaking user’s head. Researchers test thirty persons for memories of brand name, operate impressions and attitudes of advertising. The results of this paper are good evaluations for memories of brand name, operate impressions and attitudes of advertising. Therefore, people could continue to develop more interactive methods by interactive advertising that use face detection in the future. We could design more applications of face detection by developing interactive advertising.

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