Abstract
Nowadays, advertisement plays an important and impressive role in our lives and we are witnessing different works in this field. The emergence of new technologies in this field has led to the arrival of a new style of advertising with different interactivity and administrative functions. Interactive advertising is considered as one of the most up to date urban advertising. With regard to the arrival of this new style of advertising and using them in different countries, this research investigates the effectiveness of an advertisement’s interaction with the audiences in urban advertising through a descriptive/analytical approach as well as field study with regard to the type of advertising usage including commercial, promotional, educational, social etc. It is assumed that an interactive advertising confronts the audience with many challenges and makes him from a static and watching audience to an actor and explorer audience. In such advertisements, the audience enters a path with interactivity where the advertisement guides him and audience responses positively to this action; after a simple activity and in some cases, he interacts and communicates with the advertisement just by passing by it. In interactivity advertisements in urban spaces, the artist pays much attention to audience participation for challenges or performing specific activity that will lead to a result. The use of interactive advertising in various forms such as billboards, stands, and advertisements at bus stops and so on has increased in recent years, developed countries, and countries that are more familiar to technologies. These works are considered a new step in the field of urban advertising. This research selects samples of using such creative advertisements, especially in commercial areas in different countries as well as Iran. It considers the producing method, ideation, and effectiveness of each in a specific period as well as their installation and commissioning places. The results emphasize on more effectiveness of interactive advertising as well as more contribution of audiences in the process of advertising in comparison to simple and non-interactivity advertising.
Highlights
From the Stone Age onwards, man felt the need for public communication; he shared his visual ideas with others
It is important to note that the use of these advertising in urban advertising in the world can solve the problems of repetitive projects and ideas. Applying these modern solutions will lead to advertising update in all parts of the world as well as the people and audiences’ attraction to outdoor advertising; in this manner, it will be a major step in the field of advancing
Interactive advertising affect on audiences and it is functional in different social, cultural, and commercial aspects
Summary
From the Stone Age onwards, man felt the need for public communication; he shared his visual ideas with others. Advertisements were available everywhere and they reminded people expectations of the state; it was a political mass communication tool for any government trying to penetrate into people’s emotions and thoughts; Germany was one of the first countries to recognize the political effects of advertising billboard Alongside radio, it began an extensive work in the field of posters and billboards. This research presents some examples of applying such advertisements in some parts of the world It discusses the way of their creation, their ideation, and the effectiveness of each in specific period as well as the place of their installation and implementation. Applying these modern solutions will lead to advertising update in all parts of the world as well as the people and audiences’ attraction to outdoor advertising; in this manner, it will be a major step in the field of advancing
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