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Use of augmented reality in media and advertising
 Jakubičková, Dominika ; Sládková, Hana (advisor) ; Topinková, Martina (referee)
This bachelor thesis focuses on the phenomenon of augmented reality and its use in media and advertising. The aim of this study is to provide theoretical background of the augmented reality technology, its position in context of media studies and also to gather informations about a practical use in advertising. The first part contains the definitions of augmented reality and related terms, such as virtual reality, augmented display technology, specialized software and portable or mobile computers. I will also add a summary of the historical development in this field of study. The rest of the theoretical section deals with media and advertising characteristics, especially from new media approach, which is characterized by specific attributes of interaction, participation and marketing features. I will also add the relevant data from the quantitative content analysis of advertising campaigns with use of augmented reality. The results will also serve as basis for the summary of characteristic procedures and trends in the field of advertising campaigns.
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