AR 인터랙티브 광고에서 시각적 요소의 어포던스 적용에 관한 연구

초록

With the rapid growth of mobile-focused content consumption, advertising has shifted from simply conveying information to creating immersive user experiences. This study examines how visual elements in augmented reality (AR)–based interactive advertising influence four affordance dimensions: cognitive, sensory, physical, and functional. Four representative AR ad cases, including game-type and experience-type formats, were selected, and five visual elements (text, image/3D graphics, color, animation/video, and layout) were evaluated. A survey using a 5-point Likert scale was conducted with 15 experts in visual design and advertising. Results show that images and animations have the highest engagement across all affordance dimensions, especially strengthening cognitive and sensory affordances. Game-type ads effectively enhance rule comprehension and immersion through visualized feedback, whereas experience-type ads prioritize spatial comprehension and functional demonstration via layout and interface design. This study provides an analytical framework for understanding visual affordances in AR interactive advertising and offers practical implications for typespecific design strategies.

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