The Role of Augmented Reality on Public Relations and Advertising

Abstract

Along with the changes in information communication technologies, changes are observed in today's communication practices. Particularly the personal and corporate usage of the internet-based applications is remarkable. At this point, augmented reality applications that take their place as a communication strategy in the brand communication process draw attention. It can be said that institutions prefer augmented reality applications in their communication processes with the target audience. In this process, augmented reality is a preferred communication element in public relations and advertising applications. In this study, the situation of augmented reality applications in public relations and advertising applications is examined. Firstly, the concept and scope of augmented reality is explained. Then, historical development process and how it develops and changes are emphasized. In the light of the aforementioned literature information, applications were tried to be described with the examples determined from the augmented reality applications.