In the press and on social media, there has been discussion of how the magic of real-time 3D virtual production on set and in-camera visual effects has enhanced the worlds of film and television, but little has yet been discussed about how it can be adopted in television advertising. In the digital age, the advertising industry is rapidly changing, and despite the rapid rise of online platforms over the past decade, the enormous power of a TV ad, executed well, can not be underestimated. From 30 to 60 seconds, it can captivate millions and create lasting memories. It creates deep connections between brands and their audiences. Now, the TV advertising landscape is on the cusp of another revolution, stemming from advances in virtual production technologies (virtual reality, augmented reality, extended reality). These immersive technologies are set to redefine the power of storytelling, engagement, and audience interaction. They offer new ways to attract viewers, and it can be said that these technologies represent a shift in how the audience experiences and interacts with content. Virtual reality and augmented reality challenge the traditional boundaries of television advertising, as they merge the real with the virtual, and the passive with the interactive. They provide viewers with the opportunity to immerse themselves in the story of the advertisement. Rather than just seeing it, and beyond traditional methods, virtual reality and augmented reality are opening the doors to innovative advertising campaigns that are transformative, memorable and deeply impactful. As technology evolves, so does the world of advertising, and for companies keen to stay ahead of the curve, understanding the role and potential of... Virtual reality and augmented reality in TV advertising is crucial.
Ragheb, H., Elrify, G., & Saad Ardash, M. (2025). The Importance of Using Virtual Production Techniques and their Creative Role in Designing Television Advertising. مجلة العمارة و الفنون و العلوم الإنسانية, 10(54), 243-256. doi: 10.21608/mjaf.2024.303971.3446
MLA
Hamdy Ragheb; Gihan Elrify; Mohammad Saad Ardash. "The Importance of Using Virtual Production Techniques and their Creative Role in Designing Television Advertising", مجلة العمارة و الفنون و العلوم الإنسانية, 10, 54, 2025, 243-256. doi: 10.21608/mjaf.2024.303971.3446
HARVARD
Ragheb, H., Elrify, G., Saad Ardash, M. (2025). 'The Importance of Using Virtual Production Techniques and their Creative Role in Designing Television Advertising', مجلة العمارة و الفنون و العلوم الإنسانية, 10(54), pp. 243-256. doi: 10.21608/mjaf.2024.303971.3446
VANCOUVER
Ragheb, H., Elrify, G., Saad Ardash, M. The Importance of Using Virtual Production Techniques and their Creative Role in Designing Television Advertising. مجلة العمارة و الفنون و العلوم الإنسانية, 2025; 10(54): 243-256. doi: 10.21608/mjaf.2024.303971.3446
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