Akademik Veri Yönetim Sistemi
TRT Akademi, cilt.8, sa.17, ss.200-217, 2023 (Hakemli Dergi)
The expansion of technology and the Internet in the 21st century, along with the increase in access power and the introduction of digital and social media sectors, has led to a shift in the understanding of advertising. Parallel to these advancements, it has been explored how quickly people are adopting smart mobile devices that have evolved with the advancement of computer technology, and how advertisements and advertisement designs can be created using these devices. As a result of the development of 3D graphics and software technologies as well as computer technologies, the evolution of virtual reality technology from the past to the present has been examined in the following step. The emergence of today's virtual reality glasses, their entry into the consumer's life, and their impact have been discussed. The reasons for the adoption of this technology by companies producing mobile technology, as well as the reasons for producing glasses suitable for their own devices, have also been discussed. It was also attempted to analyze the compatibility of these virtual glasses with mobile devices and the fact that advertising began to shift as a result of these advances. Content analysis, one of the qualitative research methodologies, was utilized to determine the effects, contributions, and changes that all of these recent technological advancements have had on the contemporary advertising environment. Using Lipton's matcha tea campaign as a case study, the purpose of this study is to investigate the relationship between virtual reality technology and modifying advertising perceptions. As a research method, document analysis, one of the qualitative research methodologies, was utilized. In this regard, Scottish tea manufacturer Lipton released their advertising for Japanese Matcha tea in 2016 in VR 360 degrees on YouTube. In the campaign, actual photographs shot in 360 degrees and modeled images were combined and displayed by mixing them with the assistance of the computer. When we analyze VR technology in terms of advertising in the future, people can watch, order, play, and even control what they want without leaving their homes; At the same time, it is anticipated that they can save time while doing these.