한·중 뷰티 시장의 버추얼 인플루언서를 활용한 뷰티 브랜드 광고 전략 비교 연구

Abstract

This study aims to compare the similarities and differences in advertising strategies using virtual influencers in the Korean and Chinese beauty markets. Beauty advertisements and brand campaigns featuring virtual influencers in both markets were selected and examined through case study and content analysis. In this study, advertising strategy refers to observable elements of advertising content, including advertising objectives and messages, product presentation, the roles of virtual influencers, and content expression. The results showed that product sales, new product promotion, and brand image building appeared in combination across the cases from both countries, with functional and emotional messages commonly used to communicate product and brand information. Product presentation included direct product exposure, product use or demonstration, and visual representation of product outcomes. Virtual influencers also performed diverse functions beyond conventional advertising models, including roles as brand affiliates, information providers, and professional figures. In addition, character narratives and virtual worlds were incorporated into brand content, while both realistic and virtual or surreal visual expressions were employed. In the Chinese cases, cultural-symbolic messages were also combined with digital elements. These findings indicate that virtual influencers function not merely as virtual advertising models but as communication agents that contribute to the construction of brand messages and digital content. By comparing actual beauty advertising cases in Korea and China, this study provides a basis for understanding the use of virtual influencers and for developing future digital advertising content in the beauty industry.