新型2D-3D 整合式數位廣告看板應用設計

Abstract

由於廣告不斷以不同傳播型式充斥每一個人的生活，使大眾已經習慣現行大多廣告傳播型式，對於大部分廣告都是興致缺缺，其主要的原因之一有現行廣告傳播方式主要 由 2D 電子看板呈現，並無法讓人耳目一新，使人們有動機去觀賞廣告，而 3D 電子看板有設備成本高，並其畫素容易錯位等問題，包含解析度下降而無法呈現精緻的文字。但是隨著顯示器科技進步，有許多新的科技因素可以使用，因此本論文提出一個新型 2D-3D 整合式數位廣告看板，預期其中 3D 電子看板的立體圖形主要展示其重點商品來可以吸引大眾目光，進而瞭解到 2D 部分則是輔助敘述，但卻可以呈現文字及更精致的廣告內容。。 本論文為了優化此系統之設計參數，利用人因實驗探討新型 2D-3D 整合式廣告看板的設計條件，主要分為六項實驗： 第一、3D 效果驗證： 首先必須驗證新型2D-3D整合式數位看板有 3D 效果，不然此新優勢型廣告看板就失去其優勢。 第二、最佳 3D / 2D 畫面面積比例： 利用不斷調整投影機 2D 畫面面積，找出其數位看板最佳 3D / 2D 畫面面積比例參數。 第三、反射鏡像物體以製造景深: 加入半穿反鏡在新型 2D-3D 整合式數位看板，利用半穿反鏡能反射環境物的特性，看是否能提升其 3D 立體效果。 第四、鏡像反射物最佳距離比例： 利用不斷調整反射物跑馬燈位置，找出最佳3D 效果的反射物距離比例。 第五、鏡像反射物最佳亮度比例： 調整反射物的光源亮度，找出最佳3D 效果的反射物最佳亮度比例。 第六、增加前方展示板以強化影像深度： 利用展示板放置在新型 2D-3D 整合式數位看板前方，看是否透過展示板的配置可以增加 3D 影像的深度感覺。 經過人因實驗結果是此新型 2D-3D 整合式數位廣告看板中是有 3D 立體效果，並且比原本單一 3D 電子看板的立體效果高出 16﹪，並得知半穿反鏡和展示板可以提升3D深度感知約為 16﹪-33﹪，並評估出加上半穿反鏡和展示板的最佳化參數，因此可以在不增加 左右眼 圖片的距離差距（disparity）下，卻可以提升人的深度感知，讓觀賞者更有身歷其境的感覺。

Advertisement constantly penetrates everyone’s life through all kinds of media exposure. The general public becomes accustomed to most of the existing types of advertisement, but these existing types of advertisement did not arouse the interest of the public because it is shown by 2D electrical billboard and lacks of innovation and creativity. There is no motivation to watch the content of advertisement. The cost of the 3D digital signage equipment is high, and the pixels are easily misplaced, including failed to present delicacy of the words due to resolution downgrade. However, with the advance of display technology, there are many factors of new technology that can be applied into industry of advertisement. We combined a new application of 2D-3D hybrid outdoor advertising billboard. The 3D digital signage of the new application of 2D-3D hybrid outdoor billboard is expected firstly to draw attention of the public with product pictures presenting by 3D technology and moreover encourage the public to watch the 2D advertisement as assistant description. This combination presents an more exquisite advertisement with words In order to better the design parameters of this system, this thesis explores the new application of 2D-3D hybrid outdoor billboard from six experiments based on human behavior. The six experiments are as followed: First, the 3D effect of the new application of 2D-3D hybrid outdoor advertising billboards: To verify the new 2D-3D hybrid outdoor billboards have 3D effect is the first step; otherwise, the advantage of this new type of advertising billboards will lose its advantage. Secondly, the best 3D / 2D screen area ratio of the new 2D-3D hybrid outdoor billboards: Continuously adjust 2D screen space from the projector to find out the parameters for the best outdoor billboards 3D / 2D screen area ratio. Thirdly, integrate Transferred-reflected Mirror into new 2D-3D hybrid outdoor billboards: see if the 3D stereo effect could be enhanced by integrated Transferred-reflected Mirror into the new 2D-3D hybrid outdoor billboards as a result of its characteristic that reflects the environment Fourth, the best distance ratio of the reflector in the new 2D-3D hybrid outdoor billboards: constantly adjusting reflector location in the scrolling text to find the best 3D effect of the reflector distance ratio. Fifth, to find the best brightness ratio of the reflector in the new 2D-3D outdoor billboards: Adjust the brightness of the reflector to find the brightness ratio of the best 3D effects reflector. Sixth, increase display board into the new application of 2D-3D hybrid outdoor billboards: to place a display board in front of the new 2D-3D hybrid outdoor billboards to see if this action could the depth feeling of 3D image. The result of this experiment is that the new application of 2D-3D hybrid outdoor advertising billboard actually has 3D stereo effect which is 16% higher than original single 3D digital signage. Through the experiment focused on human behavior, it is concluded that transferred-reflected mirror and the display board could enhance 3D stereo effect by 16% ~33% and when the best parameters for the transferred-reflected mirror and the display board are added into the new 2D-3D hybrid outdoor advertising billboard, it can enhance human’s feelings of depth under the circumstance without increasing the disparity from the pictures of left eye and right eye. The viewers could experience the situation more vividly.