The term Augmented Reality (AR) is said to have been coined in 1990 by Thomas Caudell, who at the time was employed by Boeing. AR is a term used for a live direct or an indirect view of physical real-world environment with elements that can be augmented by virtual computer-generated imagery.
Augmented reality is a newer technology that distorts the difference between what is real and what is computer-generated by enhancing what we see, hear and feel. An example of AR are the first down yellow lines seen during football games broadcast on television. We know that the actual football players and the football field are the real-world images. The virtual images is the yellow line that is put on the screens with the use of computers.
People use AR devices such as cameras, computers, GPS system and Smartphones. Cell phones and video games are two main driving forces behind the development of AR. Another type of AR uses projectors and screens to insert objects into the real environment. This type is used to enhance museum exhibitions.
Augmented reality is changing the way we view the world. Computer-generated imagery is used in live video streams to expand the real world by adding graphics and sound that seem as if they are part of the natural world.
An example of how augmented reality is used in the public relations field would be when the movie "Avatar" was getting ready to hit theaters. The PR practitioners for the movie "Avatar" worked with McDonald's on a campaign to help promote the movie by influencing people to want to see it. For any customer who bought a Big Mac, they would receive a package with eight different "Avatar" thrill cards. Once the cards are held up to a Web cam, participants are able to use augmented reality software to view images from the movie.
Sunday, April 11, 2010
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