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In-depthReportonCultureSection
Augmented
Reality,
Google
Thereareothercoolexamples.Recently,some
innovative advertisements caught the public’s
attention. A new advertisement by Pepsi that
featured 2AM shows the singers on a screen in
realtime,whichallowspeopletotakeapicture
withtheminstantly.Also,BeanPoleused2NE1
inanadvertisement.Whenyoulookataspecial
card through your web camera, the singers
begin to move, sing and dance on your screen.
These advertisements take virtual objects and
make them appear as if they’re alive right in
frontofyou.
AROffersNewPossibilities
All of those examples have something in
ByChaEon-jo
common, in that virtual objects respond to
environments in real time. How does this
ReporterofCultureSection
happen? It’s all thanks to augmented reality
fyougetlostonastreet,whatareyougoingtodo?Or,ifyoujust
(AR),aground-breakingtechnology,whichisa
wanttoknowaboutabuildingonyourway,howdoyoufindout?
kindofvirtualreality.ARaddsvirtualelements
Will you grab a passerby and say, “Excuse me, may I ask…?”
to real environments. People are now familiar
It seems that you won’t have to do that anymore. Instead, a new
withvirtualreality,3-Dand4-D,whichbecame
smartphone application can solve your problem. With this program,
household names thanks to the movie “Avatar.”
you can get information simply by capturing the world around you
But when one hears about augmented reality,
with your phone. Then you can get information and imaginary
confusion sets in. However, even though they
objectswillappearwhereveryouare.Thatmeansifyoupulloutyour
might not know what it is, they’ve already
smartphone, you can get a world of information about your current
experiencedit;whenyouwatchsportingevents
locationinrealtime!
JUNE 2010

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