An Embodied Interaction Framework for Facilitating Audience Experience with Ambient Media

DS 86: Proceedings of The Fourth International Conference on Design Creativity,Georgia Institute of Technology, Atlanta, GA, USA

Year: 2016
Editor: Julie Linsey, Maria Yang, and Yukari Nagai
Author: Liang, Tan; Kenny K. N., Chow
Series: ICDC
ISBN: 978-1-904670-82-7


As traditional media have been increasingly losing effectiveness in delivering
advertising message, ambient media, deemed as an alternative advertising form, can be designed
to facilitate engaging audience experience and minimize advertising avoidance. Much attention
has been paid to studying new ways for enhancing the creativity of visual forms or evaluation of
creativity, but little work has been done to consider embodied interaction as a resource informing
design creativity. This paper aims to explore how embodied thinking can open up possibilities
for target audience making novel metaphorical meaning. Based on the theoretical framework,
three case analyses indicate that bodily engagement triggered by the affordances of ambient
media can facilitate multi-level audience experience and metaphorical meaning making.

Keywords: embodied interaction, ambient media, design creativity

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