The Impact of Mixed Reality on Character Construction in Tv Advertisements

Mixed reality (MR) is regarded as impactful technology, changing the old models of television advertising through blending physical and virtual interactions. This study contributes to the body of research by exploring the effects of Mixed Reality on character building in TV ads, specifically the effects of realism, interactivity and emotional resonance. Using a sample set of the entire work course of Mixed reality enhanced advertisements across firms from multiple industry sectors, this research explores engagement metrics, emotional response (emotion analysis) sentiment analysis data, and brand recall metrics. Key results include that Mixed reality significantly improves audience engagement, emotional connections and perceived realism over traditional advertising modalities. Compared to conventional advertisements, Mixed reality ads had notably better viewer retention, positive sentiment, and purchase intent. It highlights a strong case for Mixed reality as a tool for advertisers who want a richer consumer-brand connection and storytelling opportunity. Advertising practices are advanced further through the interpretation of the implications of these results, which motivate even greater incorporation of immersive technologies, and the form of media that depends on them, into the efforts of advertisers.