体育赛事背景广告曝光参数虚拟预测研究

发布时间：2018-06-23 13:53

本文选题：背景广告 + 曝光参数　；参考：《上海体育学院》2010年博士论文

【摘要】： 背景广告的赞助收入是体育赛事收入的主要来源之一。背景广告的曝光参数是测定背景广告赞助收入的基础,是赞助商出价的主要依据。背景广告曝光参数的测算对于赛事的赞助评估、赛事谈判和赛事申办决策具有重要的意义。目前,体育赛事背景广告曝光参数的测算工作主要集中在事后进行,事前主要是凭借以往的经验进行定性的估算,无法定量化,其预测结果无法让赞助商信服。虚拟现实技术已广泛应用于航空航天、医学实习、军事演习、建筑设计和竞技体育等诸多领域,它利用现代计算机技术生成一个能使用户产生“身临其境”感觉的三维虚拟环境,用户可以与该虚拟环境进行实时的交互。鉴于体育赛事背景广告曝光参数预测的重要性以及虚拟技术在各行各业的广泛应用,本文将虚拟技术应用到体育赛事背景广告曝光参数的预测之中,提出体育赛事背景广告曝光参数虚拟预测的理论框架,并开发相应的虚拟预测软件系统,使背景广告曝光参数的预测定量化,提高预测的科学性和结果的可信度,从而为背景广告曝光参数的预测提供了一种新的、有效的技术手段。本文在全面回顾体育赛事背景广告曝光参数事前和事后测算方法、虚拟现实技术和预测方法的研究及应用现状的基础上,提出了体育赛事背景广告曝光参数虚拟预测的基本思路和理论框架,并重点研究了体育赛事三维虚拟场景建模的方法及其优化、背景广告曝光参数虚拟预测的算法和虚拟预测软件系统的开发及实例应用。主要研究成果和创新点如下：根据体育赛事背景广告曝光参数事后测算方法的工作流程和预测的一般步骤,提出了体育赛事背景广告曝光参数虚拟预测的基本思路和理论框架。指出实现该理论框架的四大关键技术,即：三维虚拟比赛场景建模技术、三维虚拟比赛场景模型的实时显示技术、背景广告牌的识别和电视转播统计规律的挖掘技术。从技术角度提出实现背景广告曝光参数虚拟预测的一个切实可行的体系结构。针对三维虚拟体育赛事场馆模型较为庞大的特点,为解决大型体育赛事比赛场景模型显示的实时性与当前计算机硬件性能之间存在的矛盾,提出了基于四叉树和金字塔模型相结合的三维场景数据分层分块组织与管理方法,以及大型体育赛事场景模型的动态加载和实时漫游算法,以支持动态的场景调度和绘制,实现三维场景模型的动态装载和实时渲染,提高三维虚拟比赛场景模型显示的实时性,增强虚拟比赛场景模型的真实感。根据体育赛事背景广告曝光参数事后测算方法以及计算机图形学种子填充算法的基本思想,设计了体育赛事背景广告曝光参数虚拟预测的算法。该算法利用计算机图形学的三维投影变换理论产生背景广告的虚拟曝光,并利用种子填充算法计算出每个背景广告在16格虚拟电视屏幕上曝光的位置及其占相应格子面积的百分比。完成了虚拟预测软件系统的功能设计,并利用3DSMax和OpenGL相结合的开发模式,在Visual C++6.0环境下自主设计并开发了体育赛事背景广告曝光参数虚拟预测软件的原型系统。介绍了虚拟预测前提条件的获取方法、比赛场景的搭建、背景广告和转播机位的设置,并通过足球比赛背景广告曝光参数预测的应用实例对整个虚拟预测的理论框架进行了验证。本文将虚拟现实技术运用到体育赛事背景广告曝光参数的预测之中,解决了现有预测方法中因比赛场地、转播机位的数量和空间位置分布,以及背景广告的大小、数量及其在赛场内的空间位置等发生变化而无法进行有效预测的问题,实现了背景广告曝光参数预测的定量化,从而既拓展了虚拟现实技术的应用领域,又促进了虚拟现实技术在体育领域的应用研究。然而,由于体育赛事的独特性和复杂性,不同赛事之间的差异性较大,以及曝光参数虚拟预测涉及的环节较多等原因,预测的结果与实际之间会存在一定的误差。因此,在后续的研究中应对预测结果的误差做进一步的分析,以提高预测结果的精度。
[Abstract]:The sponsorship income of background advertising is one of the main sources of sports event income. The exposure parameters of background advertisements are the basis for determining the sponsorship income of the background advertising. It is the main basis for the sponsor's bid. The calculation of the exposure parameters of the background advertisements is of great significance to the sponsorship evaluation of the events, the negotiation of events and the decision of the event bid.
At present, the calculation of the exposure parameters of the sports event background is mainly concentrated on the post, and the previous experience is mainly based on the qualitative estimation, which can not be quantified, and the results of the prediction can not be convinced by the sponsors.
Virtual reality technology has been widely used in many fields, such as aeronautics and Astronautics, medical practice, military exercises, architectural design and competitive sports. It makes use of modern computer technology to generate a three-dimensional virtual environment that enables users to produce "immersive" feeling, and users can interact with the virtual environment in real time.
In view of the importance of the prediction of the exposure parameters of the sports background advertising and the wide application of virtual technology in all walks of life, this paper applies the virtual technology to the prediction of the exposure parameters of the sports background advertisements, and puts forward the theoretical framework for the virtual prediction of the exposure parameters of the sports events and the development of the corresponding virtual prediction software. The system makes the prediction of the exposure parameters of the background advertisement quantified and improves the scientificalness of the prediction and the reliability of the results, thus providing a new and effective technical means for the prediction of the exposure parameters of the background advertising.
On the basis of a comprehensive review of the pre and post calculation methods, the research and application of virtual reality technology and prediction method, the basic ideas and theoretical framework of the virtual prediction of the exposure parameters of sports events are put forward, and the modeling of the 3D virtual scene of sports events is studied. The method and its optimization, the virtual prediction algorithm of the background advertisement parameters and the development of the virtual prediction software system and the application of the example. The main research results and innovation points are as follows:
According to the work flow and the general prediction procedure of the post calculation method for the exposure parameters of the sports events, the basic ideas and the theoretical framework of the virtual prediction of the exposure parameters of the sports events are put forward. The four key technologies for the realization of the theoretical framework are pointed out, that is, the 3D virtual competition scene modeling technique and the three-dimensional virtual competition. The real-time display technology of the scene model, the recognition of the background billboard and the mining of the statistics law of the TV relay. A practical architecture is proposed to realize the virtual prediction of the exposure parameters of the background advertisement from the technical point of view.
In view of the large characteristics of the 3D virtual sports event stadium model, in order to solve the contradiction between the real-time performance of the game scene model display and the current computer hardware performance of the large-scale sports event, a hierarchical block organization and management method based on the four forked tree and the Pyramid model is proposed, and the large scale of the large-scale sports events is proposed. The dynamic loading and real-time roaming algorithm of the sports event scene model can support dynamic scene scheduling and rendering, realize the dynamic loading and real-time rendering of the 3D scene model, improve the real-time performance of the 3D virtual game scene model, and enhance the real sense of the virtual game scene model.
According to the post calculation method of the background advertisement exposure and the basic idea of the computer graphics seed filling algorithm, a virtual prediction algorithm for the exposure parameters of the sports event background is designed. The algorithm uses the three-dimensional projection transformation theory of computer graphics to produce the virtual exposure of the background advertisement and uses the seed to fill in the algorithm. The algorithm calculates the position of each background advertisement on the 16 virtual TV screen and its percentage of the corresponding grid area.
The function design of the virtual prediction software system is completed, and the prototype system of the virtual prediction software for the exposure parameters of the sports event background is designed and developed in the environment of Visual C++6.0 by the development mode of the combination of 3DSMax and OpenGL, and the method of obtaining the premise condition of the virtual prediction, the building of the competition scene and the wide background are introduced. The setting of the location and the application of the exposure parameters of the background advertisements in football matches are verified.
In this paper, the virtual reality technology is applied to the prediction of the exposure parameters of the sports event background advertising, and the problem that the existing prediction methods can not be effectively predicted because of the competition site, the number of rebroadcast positions and the distribution of space position, the size of the background advertisement, the number and the space position in the game field, can not be effectively predicted. In this paper, the quantitative prediction of the exposure parameters of the background advertisement is now quantified, which not only expands the application field of the virtual reality technology, but also promotes the application of virtual reality technology in the sports field.
However, due to the uniqueness and complexity of the sports events, the greater difference between the different events and the many links involved in the virtual prediction of the exposure parameters, there will be a certain error between the predicted results and the reality. Therefore, further analysis should be made to the error of the prediction results in the follow-up study to improve the prediction knot. The precision of the fruit.
【学位授予单位】：上海体育学院
【学位级别】：博士
【学位授予年份】：2010
【分类号】：G80-05

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