目的 研究增强现实广告的作用机理。方法 分析增强现实的本质， 论证增强现实广告的必然性和可行性， 再从移动广告、 网络广告、 户外广告等领域来分析增强现实广告作用的经典情形， 最后从体验、 融合、 智能、 O2O这4个方面揭示增强现实广告的作用机理。结论 增强现实的本质是一种更真实和奇妙的混合现实， 它通过创造虚实交融的新型体验， 完全融入日常生活， 提供智能化的解决方案，加速线上传播向线下营销的转化等环节， 达到既增强营销又增强传播的双重效果。

To study the mechanism of augmented reality advertising. It analyzed the essence of augmented reality to demonstrate the inevitability and feasibility of augmented reality advertising. Then，it analyzed the classic application in advertising from areas of mobile advertising， online advertising and outdoor advertising. Finally， it explored the mechanism of augmented reality advertising from aspects of experience， integration， intelligence and O2O. It pointed out that augmented reality was essentially a more real and wonderful mixed reality， AR advertising works by bringing virtual-real fusion experiences，integrating into daily life，providing with intelligent solutions and accelerating the conversion of online communication to offline marketing.