| Abstract |
| Today, the virtuality is an influential factor of digital society and is changing the direction of communication more plurally and more interactively. The purpose of this study is investigating the characteristics of A.R. as a media of emotional communication, and the analysis on the possibilities of fashion communication using A.R. to intensify the emotional communication with consumers. As a result of study, there were no differences between visual communication elements of A.R. and fashion communication, however, the methods of fashion communication based A.R. were limited in a hybrid with virtual images and a spatial hybrid to optimize the experience and sensible amusement. And the communication structure was complete and closed. To be an emotional fashion communication, the structure should be extended to an open structure or a narrative structure as a consumer participating communication. The open and interactive structure is a characteristic of digital communication, and the synthetic experience with virtuality is a characteristics of A.R..The fashion communication using A.R. could reinforce the individuality, plurality and deconstruction of contemporary fashion. |
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| Key Words |
| 증강현실, 패션커뮤니케이션, 감성커뮤니케이션, Augmented Reality, Fashion Communication, Emotional Communication |
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