CN1154952C - 用于将消息组合入图形环境中的系统和方法 - Google Patents
用于将消息组合入图形环境中的系统和方法 Download PDFInfo
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Abstract
一种用于在交互图形环境内显示的特定内容中向用户(2)传送信息的方法和系统。该信息包括由消息参数确定以建造一个图像并存储在消息存储器(40)内的预定消息(94)。该内容包括用于融合所述消息的预定规范。该方法包括以下步骤:自内容存储器(36)中检索特定内容,然后自该内容中识别预定规范以便将一部分内容替代入预定消息的转换表示中。在检索和识别后,自消息存储器中获取预定消息并按照规范将它转换为定尺寸的消息以便将消息替代入内容部分中及确定一个修改的环境。替代后,该方法最后将修改的环境(90)发送至用户,从而使已组合入内容(92)的消息(94)实际上吸引注意以实现改进的认知处理和回忆。
Description
技术领域
本发明涉及用于交互地提供信息以吸引个人注意的方法和系统,更具体地涉及用于自动地将预定的消息组合入所选图形环境中的方法和系统。
背景技术
要将公众注意吸引到特定信息中例如商业消息中来,通常涉及创造性的通信专业知识和消费心理学知识的水平。商务努力的成功或失败经常取决于与所作努力有关的消息的公众传播和后随知悉。如一条消息具有足够吸引力以嬴得注意,公众更会对它作出响应。然而,如信息以不吸引人的方式传播因而不能吸引顾客的注意,则昂贵的销售活动将会对顾客态度、行为和其它努力所寻求的效果产生很小影响或没有影响。
传统的传播信息或消息的方式涉及常规形式的大众传媒,即印刷(报纸和杂志)和广播(电视和无线电)。通常,常规广告活动包括少量印刷广告和/或针对听众的有目的的广播广告。决定于消息的吸引水平、消息的特征和消息中所包含的语言和视觉效果,接受消息的个人通常对消息具有不同认知响应。消息的大众传播,不论是印刷和/或广播,都收集顾客态度,行为或其它为完成其目的所作努力中所寻求的效果。
最近,出现了新形式的媒体。这些相对新的技术包括CD-ROM,因特网和交互式电视,使个人能与媒体交互,而不是被动地感受传统印刷和广播特征那样的单向通信。这些新技术的最突出代表是因特网。
因特网代表在客户-服务器模型的一般框架下运行的巨大计算机网络。该网络通常包括多个配置来存储,传送和接受计算机信息的互连的计算机。指定的服务器容纳一个或多个可通过私人因特网提供商或在线访问提供商来电子地访问的“网址”。一个独一的地址路径或均匀资源定位器(URL)识别个别网址或在网址内的页面。使用个人计算机上的软件(“客户软件”)例如网络浏览器的因特网用户或顾客只须选择特定URL即可访问特定网址。
因特网的一个重要方面是万维网(WWW)。WWW包括因特网上的用于识别超文本传输协议(HTTP)的专门服务器的集合。通常HTTP允许使用称为超文本标记语言(HTML)的标准语言访问不同服务器文件或“内容”。可使用HTML将文件格式化以包括图形,声音,文本文件和多媒体目标及其它。
在因特网上传播信息或消息以吸引对产品和服务的注意的方法通常包括传统大众传媒广告的“重包装”版本。因特网广告通常包括出现在用户所选文件和其它信息中的和/或与它们一起出现的“标题”。目的是让用户在广告标题上单击(称为“单击通过”)以在因特网上访问广告信息。此销售策略与以下方法相仿:通过印刷广告的标题来吸引人们阅读主体内容来吸引人们的注意。
通常,大约百分之五十的因特网广告出现在网络浏览器和搜索引擎上。这些因特网工具包括由因特网用户使用来通过因特网访问提供商来访问通常称为“内容”的所需文件和信息时使用的软件。这一方法的例子在颁发给Judson的美国专利5572643中公开。该方法包括显示一面网页,它具有一个接向位于远程服务器处的超文本文件的连接。根据该方法,随着用户选择连接,浏览器在下载所选文件期间显示一个或更多消息。一旦出现所需内容,该消息即消失。
当此方法向用户显示信息或消息时,该消息本身通常与下载的内容无关并分开。因浏览器及/或搜索引擎正常时用作初始步骤,用户必须采取这些步骤以访问所需娱乐信息或其它内容,当显示下载内容本身期间显示消息时,与用户的潜在兴趣相比较,用户对显示浏览器或搜索引擎的屏幕上出现的内容的兴趣是很小的。换言之,因特网上以此方式提供的广告无法从有趣的内容环境中得益以吸引用户注意。
常规因特网广告的另一个问题涉及听众集中注意力于商业消息时的接受习惯。在“标题-单击-通过”广告方法中,用户必须作出自愿而主动的努力来超越标题中所含信息而观看位于因特网上广告商网址或其它位置的完全信息消息。此广告方法属于现有媒体特性内容之外。按其特性,广告对顾客是一个扰人的而不是自愿的通信。
除无法恰当地吸引听众注意的问题外,在因特网上实现的常规广告模型也反映出相对的不好的经济缺点。在现有模型中,对广告商而言,每次单击-通过的费用超出大部分产品和服务经销商为获得预期顾客能负担的水平。此相对高的费用通常排除消费包装货物制造商进入因特网媒体,他们本来可以从事因特网上的广告业务的。因此,大部分因特网上的广告只涉及因特网和计算机公司和例如汽车的高额消费品。
发明内容
因此,需要一种方法和系统,用于在用户所选内容中传送信息以提高用户对消息的注意水平。还需要这样一种方法和系统,在供所有商品货物和服务使用时保证经济上可行。本发明的方法和系统能满足这些需要。
本发明提供一种用于转换一个消息图标以便融入在将要显示于交互图形环境内的特定内容的图形图像部分中的方法,所述方法包括以下步骤:检索编程入所述内容中的坐标信息,所述坐标信息确定所述图像内的一个位置;检索与所述图像内所述位置相关联的尺寸信息;按照所述尺寸信息将所述消息图标定尺寸;在所述位置上自动地将所述标定尺寸的消息图标融入所述图像内;将所述融入的消息图标和图像发送至交互图形环境;以及允许所述用户对所述消息图标进行响应。
本发明提供一个用于一种交互系统中的目标管理器,用于自动地将用户所选内容转换为修改的内容,所述修改的内容传送至少一条用于吸引用户注意的消息,所述目标管理器包括:用于检索与用于确定所述内容中的位置的坐标位置相关联的尺寸系数的装置,所述尺寸系数是编程入所述内容的;用于按照所述尺寸系数将至少一条所述消息标定尺寸的装置;及用于在所确定的位置上将所述标定尺寸的消息组合入所述内容的装置。
本发明的方法和系统提供能力,将例如消息或图标的信息以合适的尺寸组合入由用户选择的内容中。将消息引入内容本身实际上提高了用户对消息的注意水平。结果是,该消息更可能由用户认知地处理和保留,从而影响顾客的态度和行为或达到广告商所寻求的其它效果。此外,本发明的方法和系统可在标准因特网体系结构中实施而硬件和软件费用最小。
为实现上述优点,本发明的一种形式包括一种方法,用显示于交互图形环境中的特定内容将信息传送给用户。该信息包括一个由用于建立图像的消息参数所规定的并存于消息存储器中的预定消息。该内容包括用于融合所述消息的预定规范。该方法包括以下步骤:自内容存储器中检索特定内容,然后自内容中识别预定规范,用于将一部分内容替代为预定消息的转换表示。在检索和识别后,自消息存储器中获取预定消息并按照规范将其转换为定比例的消息以将该消息替代入内容部分并确定修改的环境。在替代后,该方法在最后将修改的环境送至用户,从而使已被融入内容的消息吸引注意以实现改进的认知处理和回忆。
在另一个形式中,本发明包括一个交互系统,用于将信息融入用户的特定内容和通过计算机网络在图形环境中向用户显示内容。该信息包括至少一条用于吸引注意的消息以便加强认知处理和回忆,该消息存于连至网络的消息存储器中。该内容包括用于融合消息的预定规范。该系统包括用于自内容存储器中检索特定内容的装置和用于识别预定规范以将一部分内容替代入预定消息的转换表示的装置。该系统还包括用于自消息存储器中获取预定消息的装置和用于按照规范转换预定消息为定比例的消息以替代入内容部分中及规定修改的环境的装置。还包括用于将修改的环境发送至用户的装置,从而使已融入内容中的消息吸引注意以实现改进的认知处理和回忆。
在又一个形式中,本发明包括一个用于交互系统中的目标管理器,用于将用户所选内容转换为修改的内容,该修改的内容所传送的信息包括至少一条用于吸引注意的消息。该目标管理器包括用于检索涉及内容部分的预定比例系数的尺寸信息的装置和用于按照比例系数将信息定比例的装置。还包括用于将定比例的信息组合入内容中的装置。
附图说明
结合附图阅读下列详细说明将明显地了解本发明的其它特征和优点。
图1是根据本发明第一实施例的交互通信系统的框图;
图2是图1客户的框图;
图3是用于阐述图1交互系统的根据本发明的插入顺序的功能图;
图4a是用于阐述根据本发明的方法的实施例的步骤的功能图;
图4b是用于阐述图4a中方法中的进一步骤步骤的功能图;
图5a阐述显示用的所选图像;
图5b阐述根据本发明组合入图5a的所选内容中的定比例的消息的图像;及
图6是根据本发明第二实施例的交互通信系统的框图。
具体实施方式
现参照图1和2,所示根据本发明第一实施例的交互系统利用因特网的基本体系结构。该系统包括一个计算机网络,通常以10表示,它具有的目标管理器30将例如来自消息服务器40或内容服务器36和38的消息那样的信息定比例及组合入自内容服务器36或访问提供商内容服务器38中检索的所选内容中。内容可存储在访问提供商内容服务器38中,也可存储在内容服务器主网址36中。类似地,消息可存储在任何内容服务器和/或消息服务器中。
系统10包括至少一个用户或客户12,它包括一个在支持用于显示格式化文件或内容的图形用户接口的HTML兼容网络浏览器13(图2)下运行的计算机。该计算机包括一个交互通信装置,例如调制解调器或例如电缆(未示出)的电线,对由用户或主服务器通过软件启动的命令作出响应,用于建立与远程因特网访问提供商14或在线因特网服务的通信。
更具体地参照图2,客户12包括用于规定目标定位器16的软件,目标定位器16与网络浏览器一起工作以使特定信息或消息用对应于显示在内容中及指定的特定位置中的相对特征尺寸的比例出现于所选内容内。目标定位器包括一个目标连接18,用于自目标传输34接收请求,目标传输34是目标管理器30的功能。目标运行器20按照编程入内容的规范,在预定位置中根据由目标管理器确定的预定尺寸显示信息。目标报告器22动态地与目标管理器通信。目标报告器提供信息给目标管理器以便目标管理器能进而管理具有具体内容的交互能力。
参照图1和2,目标管理器30通过因特网30和访问提供商14通信并回答请求和根据本发明的方法向客户启动指令。目标管理器中包括一个目标定尺寸器32,用于将图形图像重新定尺寸以便与包括于所选内容中的相对特征尺寸相匹配。为控制给客户的消息传送,目标管理器采用目标传输34。目标管理器最好采用软件形式,例如应用程序,表演程序,插入程序,但也能以网络服务器的形式用硬件实现。
继续参照图1,目标管理器30通过计算机网络连至一个或多个内容服务器36或访问提供商内容服务器38。服务器36和38通过目标管理器对浏览器所作请求作出响应,以传送由用户选择的相应网址文件。这些文件通常用HTML格式化以便当使用所选浏览器观看时提供特定内容。然而,根据本发明,所选内容也可用HTML规范编程,HTML规范识别所选参数,后者用于将自消息服务器40或内容服务器中检索的消息组合入内容的预定部分。本发明具有用其它语言实现的应用程序,然而HTML是目前的优选模式。以此方式,消息的物理特征与内容的物理特征相关联。该规范最好包括一个比例系数,用于识别内容特征的相对尺寸范围,以及消息将与其组合的内容的坐标。此外,为更灵活地将消息组合入二维或透视环境中,比例系数可包括用于确定图形图像中物理位置的透视定向的参数。在HTML中使用本发明的命令的例子示于下面表1中。
表1
消息服务器命令parseObj{objID[,objID…]} | 在MS中查询目标(objID),不在本地OD中 |
initMS[sessionID] | 接触MS[带会晤ID#] |
reqMODcheck | 请求检验和,将本地OD与主OD[MOD]比较 |
initRepl[sessionID] | 开始OD复制,传送控制至initStream(),传送[sessionID] |
listen[port] | 开始侦听,[特定端口];监听来自MS的广播 |
doCRC{#}[,[16,32]] | 在本地OD上完成CRC-16或CRC-32检验和,文件参照(#) |
目标管理器命令aLink(bType,cMem,aEnabled) | 开始连接,启动会晤ID#及取得标准客户信息(浏览器[bType],客户存储器[cMem],是否允许[Arise]工作?[aEnabled] |
eLink[#] | 结束连接[#],终止连接,送还状态(stat)至主机 |
xLink(stat) | 退出连接,送回状态(stat)至客户 |
initStream[(v),wSize] | 开始数据流传送[v],缺省为由现有传输所支持的最大窗口尺寸。必要时可规定强迫窗口尺寸[wSize]。 |
statStream(v,{stat}) | 送回流(v)的状态(stat)至主机,测试成功后带doStream向前 |
closeStream(v) | 关闭流(v) |
目标定位器命令doStream[(v)],wSize] | 发送线程的数据流帧[v],使用现有(缺省)或规定的窗口尺寸 |
aWait[#ticks|readyState] | 等待规定的#个时钟滴答数,或直至OM自客户接收CTS信号 |
killStream[(v)],p] | 删除跑偏流(v),优先级(p) |
gObject[#] | 取得目标# |
nObject | 新目标,送回目标# |
dObject[#],#…] | 删除目标#,指定单个目标或目标数范围 |
sObject[#,X,Y,Atab] | 发送目标#,X坐标,Y坐标,属性表 |
pObject[#] | 发送脉冲至目标# |
qObject[#,Val] | 查询目标#,功能送回Val作为状态 |
mObject[#,X,Y,Atab] | 将目标#,X坐标,Y坐标,属性表移动/重定尺寸 |
cSize[#,Atab] | 将目标#,属性表重定尺寸 |
zRot[#,dRad[,loop{boolean}] | 将特定目标[#]按弧度中的度数[loop]旋转 |
继续参照图1,消息服务器40连至与目标管理器30及内容服务器36和38相同的网络。消息服务器存储和传送表示一个或多个消息的文件,所表示的消息例如有用于按照预定的HTML规范组合入所需内容的内容相关消息41a,内容种类消息41b,和内容通用消息41c。使用HTML标志可识别内容中的位置,其中可替代,覆盖,附加和掩模消息,或否则显示存在于这些特定位置处的信息,或当处理内容以供客户观看时如目标定位器16(图2)接受指令则在前景中加以显示。选代地,消息可存储在内容服务器36(示于剖视图中)中。
根据本发明的信息可按照特定广告策略加以组合。例如,所传信息可包括一系列消息,在单个内容处理中将它们分布。换言之,每个多少不同的多个消息可超时地在特定网页或网址的一个或多个位置上显示。选代地,一个或多个消息可配置以要求顾客在线地与消息交互,例如请求用户“单击”图标,后者可语素变体以给出完全消息。还有,可使用在一个系列内建造一个或多个商标消息的策略来反映在其中组合消息的在线内容。例如,可以如下面更多的细节中所描述那样通过在阐述厨房环境的内容中包括厨房有关产品来作到这点。
现参照图3,一旦生成消息以便插入特定内容中,即准备一个插入命令42以便于计划消息传播。例如,决定于所希望的销售策略,消息可插入在给定日期和时间内所请求的任何内容中,此信息存储于44处,及通过将这类信息存于46处可在给定时间周期内将消息计划插入。在任何情况下,都生成插入消息的命令并发送至内容服务器36或访问提供商控制服务器38。最好通过常规软件编程技术来管理和存储信息。
现参照图4a和4b,根据本发明一个实施例的方法包括以上描述的确定系统10操作的步骤。在步骤50,当用户指定相应的服务器URL地址而选择所需网页时,开始客户会晤。这或者通过在浏览器显示的特定位置上键入地址并启动一个“go to”命令,或者在网页中识别的连接上单击而完成。在步骤52,浏览器对命令作出响应,将一个请求送至位于所选地址的相应服务器。
在步骤54,目标管理器30(图4a)监视或侦听所有服务器请求。在步骤55目标管理器然后查询消息服务器,内容服务器或本地内部文件以判断是否已指定打算与已请求的内容组合的消息。在步骤56,如已指定打算与已请求的内容组合的消息,则在步骤57目标管理器判断是否已为该内容规定一个比例参数。如尚未指定消息,则用常规方式将内容送至用户(步骤56a)。在步骤58,如已规定比例参数,则目标管理器检索所指定消息及在步骤60将它送至目标定尺寸器32。在步骤62,目标定尺寸器自目标管理器读取内容的尺寸或比例,及在步骤64将消息重定尺寸。在步骤66由目标管理器将重定比例/重定尺寸的消息插入包含该内容的回答包中。在步骤68,由目标传输34将回答包传送并下载至客户12。
如未规定内容的比例,则在步骤72目标管理器30检索所指定消息并在步骤74根据预定的省缺尺寸将消息定比例。在步骤66,重定比例/重定尺寸的消息然后由目标管理器插入回答包中以便在步骤68将它传送至客户。
现参照图4b,在步骤76目标定位器中的目标连接18接收由目标传输34发送的回答包。在步骤78,目标运行器20按照目标管理器提供的尺寸和在内容中指定的位置上将消息组合入该内容。然后在步骤80,可将消息和内容作为修改的环境显示出来,例如提供文本,图形,动画,声音,画面并传送可能在消息中使用的JavaScript或三维目标。在步骤82,目标报告器22(图2)在显示时维持一个与目标管理器的动态连接。
根据本发明传送的消息例子示于图5a和5b。此处图5a的所选内容初始地包括一个厨房环境,它具有一个可视地支撑一对柜台目标92的柜台90。参照图5b,出现的消息位于目标邻近,并包括一个带有制造商商标名的具有相应尺寸的咖啡壶94。因为由组合步骤78将该咖啡壶组合入所显示的厨房环境中,用户的注意力产生更高水平的认知处理和回忆,建立一个正面的组合及具有其他广告优点,这在长期运行中将显著地影响用户的购买行为。
现参照图6,根据本发明第二实施例的一般标以100的交互系统包括一个类似于第一实施例中所描述的体系结构。该系统包括一个或多个客户102,分别具有一个目标定位器104并通过网络浏览器运行以与连至所选访问提供商内容服务器108或网址服务器110的访问提供商106通信。相应的服务器包括相应的驻留目标管理器112,114和116,它们连至消息服务器118以将内容相关消息120,内容种类消息122或内容通用消息124组合入所选内容。
本发明的交互系统的运行与第一实施例极为相似。然而,只是由驻留于特定的内容服务器的相应的目标管理器来侦听要求完成消息-至-内容转换的请求而不是由与独立服务器一起实施的单个目标管理器来侦听每项请求。在所有其他方面,该系统的运行与第一
实施例相似。
通常在第三方例如广告商向内容的所有者,发行者,和/或传播者补偿以取得在内容中包括消息的权利之后,将消息自服务器下载。或直接地或通过代理、广告商或其他第三方准备并产生消息及以可用方式将消息存放在消息服务器上。
编程的消息采取非常多的形式,例如静态的或动画式的图标,二维和三维图形和动画,文本,录音记录或任何独立的或埋嵌的目标。消息的附加形式包括具有模块形式的未来目标,或可被创造的目标。消息也可包括与平台无关的在显示时在内容内语素变体的应用目标,例如写于JavaScript内的小应用程序。这些小应用程序作为消息的一部分位于服务器中,同时与消息一起下载至客户浏览器。
熟悉技术的人知道本发明提供的许多好处及优点。重要的是将消息与在用户规定的所选环境中以相应地定尺寸的特征有比例地组合起来,从而使消息获得最大的注意。以此方式吸引对消息的注意实质上增加了消息的认知处理和随后回忆,建立正面的组合及具有其他广告优势,从而趋向于影响购买行为。
本发明的其他优点是系统部件和步骤可直接适应现有网络体系结构。因此,为实施本发明,只需最少量的附加硬件,而大多数通常可利用的特征具有软件形式。由于使用最少的附加硬件,实施本发明所需费用是最少的。
除对最少硬件费用的贡献外,吸引大量用户对消息的高度注意的能力对降低因特网上的广告费用也施加压力。
虽然本发明已具体地参照它的优选实施例加以描述和说明,但熟悉技术的人知道可在不背离本发明的实质和范围的情况下在其中的形式和细节上作出不同改变。
例如,虽然本发明的方法和系统是在因特网的环境中描述的,但可预料本发明可用于任何交互环境中。这些环境包括相对小规模的内联网及运行CD-ROM设备并实现交互通信的个人计算机系统。
Claims (7)
1.一种用于转换一个消息图标以便融入在将要显示于交互图形环境内的特定内容的图形图像部分中的方法,所述方法包括以下步骤:
检索编程入所述内容中的坐标信息,所述坐标信息确定所述图像内的一个位置;
检索与所述图像内所述位置相关联的尺寸信息;
按照所述尺寸信息将所述消息图标定尺寸;
在所述位置上自动地将所述标定尺寸的消息图标融入所述图像内;
将所述融入的消息图标和图像发送至交互图形环境;以及
允许所述用户对所述消息图标进行响应。
2.如权利要求1中的方法,其中所述图形图像部分包括具有相对尺寸的物理特征表示,所述尺寸信息包括一个与接近图形图像部分中所述位置的所述物理特征的相对尺寸相关的尺寸系数。
3.如权利要求1中的方法,其中允许步骤包括通过交互图形环境在客户侧提供动态连接的步骤。
4.根据以上权利要求中任何一项的方法,其中所述消息图标包括用于传送所述消息的计划显示周期,所述发送步骤包括与所述计划显示周期一致地显示所述融入的消息图标和图像的步骤。
5.根据以上权利要求中任何一项的方法,其中所述消息图标具有一个基线尺寸并可按照多个尺寸中的一个来标定尺寸,以便融入或匹配入多个特定内容中的任何一个中。
6.根据以上权利要求中任何一项的方法,其中所述尺寸信息与内容中将要融入所述消息图标的位置的透视定向有关。
7.一个用于一种交互系统中的目标管理器,用于自动地将用户所选内容转换为修改的内容,所述修改的内容传送至少一条用于吸引用户注意的消息,所述目标管理器包括:
用于检索与用于确定所述内容中的位置的坐标位置相关联的尺寸系数的装置,所述尺寸系数是编程入所述内容的;
用于按照所述尺寸系数将至少一条所述消息标定尺寸的装置;及
用于在所确定的位置上将所述标定尺寸的消息组合入所述内容的装置。
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WO1998055953A1 (en) | 1998-12-10 |
CN1265211A (zh) | 2000-08-30 |
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