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Meaningful Advertising

  • Peter van Waart
  • Ingrid Mulder
  • Cees de Bont
Chapter
Part of the Human-Computer Interaction Series book series (HCIS)

Abstract

Meaningful design can be defined as putting human values in the centre of the process of designing for meaningful products, services and environments. Brands can make use of pervasive technology in various touchpoints facilitating meaningful brand experiences. Pervasive advertising need to seek for the embedding of brands into the natural living environment of people, in which people can interact any time at any place with brands in an intellectual (symbolic) way with which meaning can be transferred between brand users, an emotional (aesthetic) way by which users will hold a sustainable memory of the experience, as well as a physical (experiential) way in which the immediate conscious and unconscious impact takes place through the interaction with the applied technology.

Keywords

Brand Equity Experience Economy Meaningful Experience Brand Relationship Meaningful Product 
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.

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Copyright information

© Springer-Verlag London Limited 2011

Authors and Affiliations

  • Peter van Waart
    • 1
    • 2
  • Ingrid Mulder
    • 1
    • 2
  • Cees de Bont
    • 2
  1. 1.Rotterdam University of Applied SciencesRotterdamThe Netherlands
  2. 2.Delft University of TechnologyDelftThe Netherlands

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