Storytelling Using Augmented Reality Techniques and its Impact on Advertising Recipients | ||||
| Journal of Design Sciences and Applied Arts | ||||
| Article 27, Volume 5, Issue 1, January 2024, Page 370-378 PDF (962.45 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/jdsaa.2023.220528.1305 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
Sahar Mahmoud  1; Ateyat Algabry2; Ahmed Morsy2
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| 1Industrial Development of Authority, Cairo, Egypt | ||||
| 2Faculty of Applied Arts, Helwan University, Egypt. | ||||
| Abstract | ||||
| More than ever before, organizations should focus on digital storytelling as a marketing strategy. Commercial and service institutions have become dependent on the success of their brands on employing the digital storytelling method that helps in the process of persuading the consumer and pushing him to the process of purchasing products, goods and services, by provoking feelings and emotions, especially in light of the multiplicity of sites and platforms. This modern storytelling format is also created using technology and media production tools (software and hardware). The result of digital storytelling can be a video or caption on social media. Digital storytelling is an effective medium that reaches audiences online whether through social media, digital advertising, websites, video platforms, mobile, etc. Advertising uses storytelling as an emotionally engaging tool to establish bonds with consumers, as stories are central to all human cultures and thus have become the primary means used to structure, share and understand shared experiences. The research aims to shed light on digital storytelling using augmented reality and its impact on the audience. The problem lies in how digital storytelling with augmented reality can increase the audience's response to advertising. The research follows a descriptive approach accompanied by an analytical study of an advertising model to emphasize the effective role of augmented reality in narrative advertising. The results showed that the audience interacts with the storytelling advertisement and responds due to the immersion in the story that occurs to the audience. | ||||
| Keywords | ||||
| Digital Storytelling; Augmented Reality; Emotion | ||||
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