VR·AR 콘텐츠 내 삽입된 광고 전략 유형 연구-Taylor의 광고 메시지 전략인 제품, 자기. 사회. 감각. 루틴. 사회 이미지를 중심으로- = A Study on Advertising Strategy Types Embedded in VR/AR Content-Focused on Taylor’s Message Strategies: Product, Ego, Social, Sensory, Routine, and Social Image Types-

다국어 초록 (Multilingual Abstract)

(Background and Purpose) The rapid development of immersive media technologies, particularly virtual reality (VR) and augmented reality (AR), has introduced new possibilities for advertising and marketing content in terms of format and strategy. These technologies offer users sensory and emotional immersion, resulting in higher attention and message effectiveness compared to traditional 2D media. Despite the promising growth of the VR and AR advertising markets, academic research remains limited in categorizing and analyzing immersive advertising strategies. Prior studies have explored emotional touchpoints in experiential VR·AR marketing, but they lack detailed examinations of advertising message typologies. Therefore, this study aims to classify advertising strategies embedded in immersive content and investigate how different strategic approaches are expressed and cognitively perceived by users. (Method) This study selected VR and AR content commercialized between 2019 and 2025, focusing on content that either involved brand partnerships or had a clearly defined persuasive intent. Taylor’s advertising message strategy typology was used as the analytical framework. This model categorizes advertising messages into six strategic types: product, ego, social, sensory, routine, and social image. Each type was applied to relevant VR and AR content to examine how the messages were embedded and how they guided user attention and responses. (Results) The analysis reveals that VR tends to adopt affective strategies such as ego, sensory, and social image types—reflected in avatar customization, immersive environments, and peer comparison. AR more commonly employs product, social, and routine strategies, leveraging intuitive interfaces and real-world placement to drive engagement. In AR, product strategies involved overlaying items such as cars, while in VR, ego strategies enhanced avatar appeal. Sensory strategies included vibrant visuals and audio in VR concerts, while social strategies in AR used localized events to foster affiliation. Routine strategies appeared in repetitive VR navigation paths, while social image strategies leveraged peer visibility in virtual fitting room scenarios. (Conclusions) This study qualitatively analyzed advertising strategies embedded in immersive content (VR/AR) based on Taylor’s six message strategy types: product, ego, social, sensory, routine, and social image. The results indicate that VR environments tend to induce immersion and emotional responses through ego, routine, sensory, and social image strategies, while AR environments emphasize intuitive, information-oriented message delivery using product and social strategies. These findings highlight the need to carefully consider media characteristics and communication objectives when designing advertising strategies for immersive content. However, due to the limited number of branded advertising cases, the generalizability of the findings is constrained. Future research should incorporate quantitative experiments grounded in advertising theories such as LC4MP, alongside user response analysis methods like eye-tracking and emotion recognition.