Deploying Pervasive Advertising in a Farmers’ Market

  • Ian Wakeman
  • Ann Light
  • Jon Robinson
  • Dan Chalmers
  • Anirban Basu
Part of the Human-Computer Interaction Series book series (HCIS)


Farmers’ markets are the source of a rich and pleasurable consumption experience. In this chapter, we report on our attempts to support and augment these experiences through the deployment of pervasive advertising. We describe the ethnographic approach we used to delineate the areas of enjoyment and pleasure, how narratives are weaved around and through the stalls and their products, and how trust is formed and maintained between the stallholders and the customers. We show how this understanding can be applied in the design of supporting advertising applications. We then evaluate the applications using the same ethnographic approach, uncovering problems which would not have been visible with other evaluation techniques.


Augmented Reality Virtual World Market Organiser Shopping Experience Augmented Reality System 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.



This work was carried out with the support of the EPSRC, grant number EP/D077052/1.


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Copyright information

© Springer-Verlag London Limited 2011

Authors and Affiliations

  • Ian Wakeman
    • 1
  • Ann Light
    • 2
  • Jon Robinson
    • 1
  • Dan Chalmers
    • 1
  • Anirban Basu
    • 1
  1. 1.School of InformaticsUniversity of SussexBrightonUK
  2. 2.Northumbria UniversityNewcastleUK

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