VISUAL PERCEPTION   IN METAVERSES.               Eduardo Zilles Borba, MSc.                     Researcher & PhD Student ...
1    Visual perception    through the digital    screen
1 # Visual perception through the digital screen      ž     To deal with a range of media is no             longer a new ...
1 # Visual perception through the digital screen      ž     In virtual worlds the avatar is an             inorganic body...
2    Advertising on    the metaverse    (urban) landscape
2 # Advertising on the metaverse (urban) landscape     ž      Advertising practices in metaverses use to             emul...
3   Methodology
3 # Methodology     ž      Reflections on advertising in virtual worlds             —  The way user perceives such image...
4    Reflections    about consuming    advertising in    metaverses
4 # Reflections about consuming advertising in metaverses     ž      Pro Evolution Soccer 2011 (PES 2011)Conference SLAct...
4 # Reflections about consuming advertising in metaverses     ž      PES 2011             —  Football videogame that sim...
4 # Reflections about consuming advertising in metaverses     ž      Second Life (SL)Conference SLActions 2011 | Hong Kon...
4 # Reflections about consuming advertising in metaverses     ž      SL             —  RT3D virtual world where people a...
5   Conclusions
5 # Conclusions     ž      In metaverses the advertising looks like urban             element (poster, billboard, adboard...
5 # Conclusions     ž      User doesn’t feel what happens inside             the virtual world, but imagine any feeling  ...
ž      Carless, S. (2006). IGAs Townsend On BF2142 In-Game Ads. Gamasutra.             Retrieved     ž      Coelho, Z. (...
Thank you!Eduardo Zilles Borba(University Fernando Pessoa - Porto, Portugal)ezillesborba@gmail.comwww.ezb.com.brwww.twitte...
Visual percetion in metaverses. Consuming advertising through the avatar's eyes.
Visual percetion in metaverses. Consuming advertising through the avatar's eyes.
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Visual percetion in metaverses. Consuming advertising through the avatar's eyes.

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Visual percetion in metaverses. Consuming advertising through the avatar's eyes.

  1. 1.  VISUAL PERCEPTION IN METAVERSES. Eduardo Zilles Borba, MSc. Researcher & PhD Student University Fernando Pessoa Porto, Portugal ------------------------------------ Conference SLActions 2011 Hong Kong Polytechnic University, China 18th November, 2011
  2. 2. 1 Visual perception through the digital screen
  3. 3. 1 # Visual perception through the digital screen ž  To deal with a range of media is no longer a new thing ž  Multimedia convergence enhances specific semiotics in virtual environments, thereby becoming a language (Manovich, 2001) ž  Digital screen appears as main element of mediation between virtual and real (Coelho, 2010)Conference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011
  4. 4. 1 # Visual perception through the digital screen ž  In virtual worlds the avatar is an inorganic body for the user organic one. Through this detachable body he/she perceives the virtual images (Neves, 2010) ž  The semiotic tension between inside and outside screen is rectify with transparency mechanisms (actions, senses stimulations, etc.) (Zagalo, 2010)Conference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011
  5. 5. 2 Advertising on the metaverse (urban) landscape
  6. 6. 2 # Advertising on the metaverse (urban) landscape ž  Advertising practices in metaverses use to emulate urban reality in two models: —  those originated from the conceptual essence of the real world (billboard, print ad) but with different clothing (online banner, pop ups) (Zilles Borba, 2011) —  those visual spaces with similar aesthetic and narrative from the material world as Second Life posters or billboards (Thomas & Penz, 2003; Carless, 2006; Picon, 2004)Conference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011
  7. 7. 3 Methodology
  8. 8. 3 # Methodology ž  Reflections on advertising in virtual worlds —  The way user perceives such images ž  Exploratory observation —  To see (and fell) the semiotic experience through avatar’s eyes —  Explore two digital environments similar to real space —  Collect data about aesthetics, narratives, feelings (reports) ž  Analyses —  Qualitative reflection based on collected data (reports) and preview bibliographyConference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011
  9. 9. 4 Reflections about consuming advertising in metaverses
  10. 10. 4 # Reflections about consuming advertising in metaverses ž  Pro Evolution Soccer 2011 (PES 2011)Conference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011
  11. 11. 4 # Reflections about consuming advertising in metaverses ž  PES 2011 —  Football videogame that simulates sport practice through advanced 3D techniques —  Third-person narrative (similar to TV) user perceives advertising from outside screen perspective —  User perceives adboards around the stadium, but do not interact with it. They’re from real world big brandsConference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011
  12. 12. 4 # Reflections about consuming advertising in metaverses ž  Second Life (SL)Conference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011
  13. 13. 4 # Reflections about consuming advertising in metaverses ž  SL —  RT3D virtual world where people are allowed to create or simply explore the space —  First-person narrative (similar to first-person shooter games) user perceives advertising through the avatar (inside screen perspective) —  Avatar perceives billboards and posters on the landscape. They’re from virtual world brands, most from SL products, events or servicesConference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011
  14. 14. 5 Conclusions
  15. 15. 5 # Conclusions ž  In metaverses the advertising looks like urban element (poster, billboard, adboard) that brings immersive feeling to the city representation ž  Visual perception through avatar’s eyes is a feeling reserved to first-person narrative environments (subjective point-of-view) ž  In 3rd person narrative the avatar experience with advertising messages is colder and less emotiveConference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011
  16. 16. 5 # Conclusions ž  User doesn’t feel what happens inside the virtual world, but imagine any feeling because perceives visually all impacts in his/her inorganic body ž  Advertising in metaverse has similar aesthetic or function of original one, even perception process works similarly (perspectives, depths, textures, colors, shadows, forms…)Conference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011
  17. 17. ž  Carless, S. (2006). IGAs Townsend On BF2142 In-Game Ads. Gamasutra. Retrieved ž  Coelho, Z. (2010). Da instabilidade do ecrã. In: Ecrã, Paisagem e Corpo (pp 17-34). Coimbra: Gracio Editor ž  Manovich, L. (2001). The Language of New Media. Massachusetts: MIT Press ž  Neves, J. (2010). A experiência perceptiva do ecrã. Novas perspectivas interdisciplinares. In: Ecrã, Paisagem e Corpo (pp 95-111). Coimbra: Gracio Editor ž  Picon, A. (2004). Architectural and the virtual. Towards a new materiality. In: Paxis Journal of Writing + Building (pp 114-121) ž  Thomas, M. & Penz, F. (2003). Architectures of Illusion. From motion pictures to navigable interactive environments. Bristol: Intellect Books ž  Zagalo, N. (2010). Da Transparência. In: Ecrã, Paisagem e Corpo (pp 35-54). Coimbra: Gracio Editor ž  Zilles Borba, E. (2011). A transposição físico-virtual do cartaz. In: Seminário sobre o cartaz no Estágio de Comunicação Integrada. Porto: Universidade Fernando Pessoa (http://www.slideshare.net/ezb/a-transposio-fsicovirtual-do-cartaz)Conference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011
  18. 18. Thank you!Eduardo Zilles Borba(University Fernando Pessoa - Porto, Portugal)ezillesborba@gmail.comwww.ezb.com.brwww.twitter.com/ezillesborba18th November, 2011Conference SLActions 2011Hong Kong Polytechnic University, Chinawww.slactions.org

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