An embodied interaction framework for facilitating audience experience with ambient media

As traditional media have been increasingly losing effectiveness in delivering advertising message, ambient media, deemed as an alternative advertising form, can be designed to facilitate engaging audience experience and minimize advertising avoidance. Much attention has been paid to studying new ways for enhancing the creativity of visual forms or evaluation of creativity, but little work has been done to consider embodied interaction as a resource informing design creativity. This paper aims to explore how embodied thinking can open up possibilities for target audience making novel metaphorical meaning. Based on the theoretical framework, three case analyses indicate that bodily engagement triggered by the affordances of ambient media can facilitate multi-level audience experience and metaphorical meaning making.