Inside the advertising : brand communication in virtual reality

Abstract

This work presents a mapping of audiovisual, interactive and plot engagement in brand’s experiences in Virtual Reality (VR). It seeks to articulate and to raise questions about brand communication, immersive environments and user imaginary. The work starts with a theoretical approach, in order to present fundamental characteristics of VR as a medium. In a second moment, an exploratory and qualitative methodology is applied to a sample of ten advertising pieces from different brands. In short, results point to directions for the creation and/or analysis of advertising on immersive media.