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

 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

1 Visual perception through the digital screen

1 # Visual perception through the digital screen

�  To deal with a range of media is no longer a new thing

�  Multimedia convergence enhances specific semiotics in virtual environments, thereby becoming a language (Manovich, 2001)

�  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

1 # Visual perception through the digital screen

Conference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011

�  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)

�  The semiotic tension between inside and outside screen is rectify with transparency mechanisms (actions, senses stimulations, etc.) (Zagalo, 2010)

2 Advertising on the metaverse (urban) landscape

Conference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011

2 # Advertising on the metaverse (urban) landscape

�  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)

3 Methodology

�  Reflections on advertising in virtual worlds �  The way user perceives such images

�  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)

�  Analyses

�  Qualitative reflection based on collected data (reports) and preview bibliography

Conference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011

3 # Methodology

4 Reflections about consuming advertising in metaverses

4 # Reflections about consuming advertising in metaverses

�  Pro Evolution Soccer 2011 (PES 2011)

Conference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011

4 # Reflections about consuming advertising in metaverses

�  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 brands

Conference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011

4 # Reflections about consuming advertising in metaverses

�  Second Life (SL)

Conference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011

4 # Reflections about consuming advertising in metaverses

�  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 services

Conference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011

5 Conclusions

5 # Conclusions

�  In metaverses the advertising looks like urban element (poster, billboard, adboard) that brings immersive feeling to the city representation

�  Visual perception through avatar’s eyes is a feeling reserved to first-person narrative environments (subjective point-of-view)

�  In 3rd person narrative the avatar experience with advertising messages is colder and less emotive

Conference SLActions 2011 | Hong Kong Polytechnic University, China | 18th November, 2011

5 # Conclusions

�  User doesn’t feel what happens inside the virtual world, but imagine any feeling because perceives visually all impacts in his/her inorganic body

�  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

�  Carless, S. (2006). IGA's Townsend On BF2142 In-Game Ads. Gamasutra. Retrieved

�  Coelho, Z. (2010). Da instabilidade do ecrã. In: Ecrã, Paisagem e Corpo (pp 17-34). Coimbra: Gracio Editor

�  Manovich, L. (2001). The Language of New Media. Massachusetts: MIT Press

�  Neves, J. (2010). A experiência perceptiva do ecrã. Novas perspectivas interdisciplinares. In: Ecrã, Paisagem e Corpo (pp 95-111). Coimbra: Gracio Editor

�  Picon, A. (2004). Architectural and the virtual. Towards a new materiality. In: Paxis Journal of Writing + Building (pp 114-121)

�  Thomas, M. & Penz, F. (2003). Architectures of Illusion. From motion pictures to navigable interactive environments. Bristol: Intellect Books

�  Zagalo, N. (2010). Da Transparência. In: Ecrã, Paisagem e Corpo (pp 35-54). Coimbra: Gracio Editor

�  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

Thank you! Eduardo Zilles Borba (University Fernando Pessoa - Porto, Portugal) [email protected] www.ezb.com.br www.twitter.com/ezillesborba 18th November, 2011 Conference SLActions 2011 Hong Kong Polytechnic University, China www.slactions.org