The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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Study on Mixed Reality and Brand Storytelling

혼합현실 기술을 이용한 브랜드 스토리텔링에 대한 고찰

  • Kim, Jung Kyu (Dept. of Mass Communication, Pukyong National Univ.)
  • 김정규 (부경대학교 신문방송학과)
  • Received : 2018.10.17
  • Accepted : 2018.12.27
  • Published : 2019.02.28
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Abstract

Alongside the development of communication technologies such as smart phone, 5G, advertisements which have been regarded as nexus of marketing behaviors are treated as surplus entities in our society now. Ad marketers have been focusing on storytelling advertisements via SNS or similar web-services. We are facing another big media changes such as Virtual Reality, Augmented Reality. Especially the current study probes Mixed Reality as the potential key of new storytelling brand marketing with discussing directions and insights based on the narrative transportation theory.

디지털 디바이스와 네트워크의 발전에 의해 커뮤니케이션 기술은 용이해졌지만, 반대로 광고에 대한 소비자의 인식은 가장 부정적인 모습이다. 이런 배경에서 소셜 미디어를 이용한 브랜드 스토리텔링은 효율적인 마케팅 수단으로 주목받고 있다. 하지만 빠르게 성장하고 있는 VR(가상현실), AR(증강현실), 그리고 MR(혼합현실) 미디어 환경은 브랜드 스토리텔링 마케터들에게 새로운 가능성을 제공하고 있다. 본 연구는 서사몰입 이론을 중심으로 MR 미디어 서비스에 대한 논의를 통해 브랜드 마케팅의 방향과 시사점들을 제시하는데 목적을 가지고 있다.

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References

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