Tag Archives: Advertising

Artigo Científico

Natural to the Human Interactions with Digital Interfaces: a new perspective to understand the virtual experiences

Autor: Eduardo Zilles Borba & Marcelo Knorich Zuffo
Modalidade: Artigo Científico em Congresso Internacional (IAMCR 2015)
Local: Université du Québec à Montréal (Canadá)

Resumo: This is a discussion about the evolution in the way we do interact with digital interfaces. Precisely, it’s a critical reflection on technical and technological advances of human-machine interaction mechanisms, in the sense that their transformations are leading us to an increasingly intuitive relationship with computers (from 2D to 3D, from click to touch, from joystick to gestures).

Thereby, and more importantly, this phenomenon is awaking a new way of understanding our own body, space and, even, reality projected in virtual environments (something between real and virtual, original and copy, truth and lie). In other words, leaving the modus operandi to assume the modus vivendi in our communications with digital interfaces, it’s possible to presume that possession of skills and competences managing computers or video games will no longer be a barrier. After all, we are walking to a more cognitive dialogue with machines (touch, walk, talk, etc.).

Artigo Científico

Beyond time and space: a digital model to preserve, explore and optimize the advertising image in the contemporary city

Autor: Eduardo Zilles Borba, Francisco Mesquita e Luís Pinto de Faria
Modalidade: Artigo científico em congresso internacional (ECREA 2014)
Local: Universidade Lusófona (Portugal)

Resumo: This article aims to discuss the consequences of simulating the individual’s experience with out-of-home advertising through a computer screen. It means, it is an essay focused on the debate and reflection about applying digital narratives as resource to preserve, to explore and, even, to optimize our relationship with this kind of media (so related to the city space). There is no intention to replace any real world action, but yes to preserve it (memorizing the past), to understand it (studying the present) and to optimize it (testing the future) by the digital ways. In resume, the work launches a tecnoliberal thought, because it looks to new technologies as a potential instrument to improve our relationship with the city space. The debate goes beyond theoretical references (Baudrillard, 1994, Negroponte, 1995; Kerckhove, 1995; Castells, 1999; Lévy, 1999; Virilio, 2000, Manovich, 2001; Jenkins, 2003; Mesquita, 2006; Viana, 2009; Martins, 2010; Zagalo, 2010; Pires, 2010; Zilles Borba, 2013) when makes use of a specific digital prototype, developed by the authors as part of a doctoral degree program about the virtual reality transposition of the physical communication experience among observer, advertising and urban space. On this way, as basis for extracting qualitative data, this digital model is empirically investigated. As a walker who observes billboard images in the streets, the authors carried on an exploratory observation, which was fundamental to get the receptor feelings in the synthetic scenario and, in consequence, to reflect about the paradigm of time, space and materiality in technological simulations. We do underline those three example: a) preserving ephemeral images which do reflect cultures, costumes and technologies of the people in some time of History (with binary technics); b) exploring the advertising in a digital model who allows to visualize the city space through the avatar’s eyes (with visual, graphics and immersive technics); and c) optimizing the communication experience by testing and researching variables in the virtual world before applying it in the physical one (design and programming technics).

Artigo Científico

Body, image and (urban) space. Illusions of the physical presence in out-of-home advertising observation experience through a computer screen

Autor: Eduardo Zilles Borba
Modalidade: Artigo Científico em Congresso Internacional (IAMCR 2014)
Local: University of Hyderabad (Índia)

Resumo: This article aims to discuss the individual's immersive experience when exploring advertising images through a virtual world that reconstructs the visual and structural logics of a real city. This means, that its focus is based on a discussion and reflection of factors that drives the person psychologic dive (outside the screen) into a digital simulation (inside the screen). The decision on studying this communication experience is justified by the visual, corporal and spatial intensity relation among observer, image and space, even when reproduced by three-dimensional technics specifics for the computer screen language. In this sense, when transposed to the virtual universe this interaction so linked to the physical world allows to think about a series of problems/questions, not only related to the advertising image (how does the individual recognizes the message?), but, also, how he/she understands this new notion of materiality, objects, space, body and even the own reality? To this end, through a digital model developed by the author, as research process in a doctoral thesis, concluded in 2013, is recreated with computer graphics and programming the way pedestrian experiences, when walking around a small zone of the city of Porto, Portugal, the aesthetic (scenario) and the semantic (communication) of an advertising billboard affixed to a giant architectural structure in the landscape.