The current body of research has identified that ambient advertising has increased in use, providing advantages for both commercial marketing (Taylor, Franke and Bang, 2006), for campaigning for the social good (Hanson, interview, 15 March 2019) and for activism (Biraghi, Gambetti and Graffigna, 2015; Hanson, 2019; Nelson and Sutherland, interview, 22 February 2019). Yet, there is little empirical evidence about why audiences engage with ambient advertising and if it encourages a longer and deeper consideration of the meaning of the advert. This study compares what academics and advertising industry creatives think about engagement with participants in-field with two media interventions. The aim of this study is to assess whether audiences are prepared to engage with low-cost ambient advertising away from point-of-sale. If so, then ambient advertising can be a useful, tactical and immediate response for smaller organisations and social activists seeking to do good.

中文翻译：

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如何独特地布置环境广告以使观众思考

当前的研究表明，环境广告的使用已增加，这为商业营销（Taylor，Franke和Bang，2006年），为社会福利进行竞选（Hanson，2019年3月15日接受采访）和激进主义（（ Biraghi，Gambetti和Graffigna，2015年; Hanson，2019年; Nelson和Sutherland，访谈，2019年2月22日）。然而，关于受众为何参与环境广告以及它是否鼓励人们对广告含义进行更长远和更深层次的考虑，几乎没有经验证据。这项研究比较了学术界和广告业创意人士对通过两种媒体干预与现场参与者互动的看法。这项研究的目的是评估受众是否准备好在销售点之外使用低成本的环境广告。如果是这样，