The Utilization of Virtual Reality for Commercial Purpose: Taking Television Broadcast Advertising as an Example

In general, current research suggests that virtual environments, compared to classical
advertising media, provide users with a higher level of presence, more perceptual and
psychological immersion. This paper reviews how virtual reality enables private
companies and public organizations to support business advertising by creating new
business opportunities and to promote more proactive service management by using
television broadcast advertising as a medium. This, in turn, will have the effect of making
him I her less aware of embedded persuasive message, which will thus have a moderating
effect on various advertising-related outcomes, less advertising recall, but more positive
brand attitude, and favorable purchase intention This paper that due to their specific
character, integration, interactivity, hypermedia, immersive and narrative virtual
environment could be a more effective persuasion charmel than classical advertising
media. This is a momentum to see how far virtual reality is able to rival video in
television advertising. Virtual reality has grown very well nowadays but the usage in
society and in the business community is minimal. Therefore, by introducing virtual
reality in new environment; advertising will create a new era, which provides technical
foundation for the computer software and hardware that drives to the advertising
environment. This project will be of interest to practitioners involved in virtual
environment development in the television broadcast advertising. The scope of studies for
this project covered the advertising, education, entertainment and human senses. All
scopes are inter-related in this research. Rapid Application Development (RAD) has been
chosen as a methodology of the project. This will be a useful finding for product in
virtual reality advertising.
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