The omnipresent increase of interactive advertising and the structure of its communicational process with the audience

Document Type : Research Paper

Authors

1 Tarbiat Modares University

2 Tarbiat Modares University/Faculty of Arts

Abstract

The subject of this article is the exhortative communication and it studies the interactive outdoor advertising and its audience, through a descriptive-analytical method. Our standpoint toward today’s world is affected by the powerful presence of the media. What specifies the power of a medium is its method of communication with the audience. Since the audience in today’s post modern world is different than the audience in the past, the need for having a stronger medium to fully communicate with its audience is quite obvious. In fact, because of the extent of the media in today’s world, the medium that provides opportunities for new experiences is the more successful one. In this regard, public announcements by town criers, scroll readings, and afterwards the emergence of posters, newspapers and publication printings were each a pioneer of this type of communication in each era; until the emergence of radio & television and the formation of new methods of mass communication. The advent of satellites and internet has led to a dramatic evolution as well. In the twentieth century, the advertising industry has widely grown and gained an important place in marketing and selling products. With the development of technology and the advantage of having computers in various fields, a new branch of communication called Interactive Design became the center of attention and provided the basis for the formation of the interactive advertising. Interaction has different functions in various fields including advertisement, and the diversity of its methods creates attractiveness for the audience that takes him/ her to a bilateral relationship. In this bilateral relationship, the audience is addressed as an artist and creator, and his/ her actions become part of the piece itself. In this method of advertising, the main element is the audience participation in the messaging process. The effectiveness depends heavily on the audience engagement with the advertisement and his/ her choices in this direction; since it is him/ her who selects the information and goes through the mental process with it. What is important in the interactive advertising is the planning of the process of an interaction through designing interfaces of systems in various media. The growth of interactive advertising indicates the active role of the consumer in the efficiency of this type of advertisement. Interactive advertising increases the influence on the audience, his/ her satisfaction and participation. Also, the reciprocity of the audience and the exchange of information in this process lead to gain the audience trust further. When participating in communication with an interactive piece, the routine procedures include: response, control, contemplation, belongingness, and disengagement. To encourage the user to initiate physical activity, the interactive advertisement should have a primary motivator. These motivators have a very wide range in interactive digital works and they take the audience to a different virtual experience through attracting his/ her attention. Interactive advertising is a proper tool to influence the mind and taste of post-modern human who has a multi-aspect identity due to the rapid alterations. therefore this new branch of advertising discussed in this research.

Keywords

References

سدی‌طاری، محمدحسن (1372)،‍‍‍ٌ‌ٍّ تاریخچه تبلیغات بازرگانی، رسانه، شماره 13، صص 54–59.
‏افشار مهاجر، کامران (1388)، گرافیک تبلیغات چاپی در رسانه‌ها، سازمان مطالعه و تدوین کتب علوم انسانی دانشگاه‌ها (سمت)، مرکز تحقیق و توسعه علوم انسانی، تهران.
‏حکیم‌آرا، محمدعلی (1379)، تبلیغات: تبلیغ، کوششی برای متقاعدسازی، رسانه، شماره 42، صص 96–101.
‏خویه، علی (1388)، دگرگونی رسانه ها در تبلیغات فرانوگرایی، تدبیر، مدیریت، شماره 188، صص ۸۵–۸۶.
‏خداداده، یاسمن، یعقوبیان، شادی (1386)، طراحی تعاملی: مطالعه فرهنگ کاربران ایرانی جهت ایجاد تعامل بهتر با محصولات، هنرهای زیبا، شماره 29، صص ۸۶–۷۹.
‏روستا، احمد (1379)، تبلیغات برای صـادرات، هشدارها و راه کـارها، در: مجموعه مـقالات اولین همایش صـنعت تبلیغات، کوروش اسعدی بیگی، اداره کل تبلیغات (وزارت فرهنگ و ارشاد اسلامی)، تهران.
‏سیدمحسنی، شهاب (1377)، روابط عمومی و تبلیغات کدام ابزار تبلیغی برای کدام پیام؟، رسانه، شماره 4، 9، صص 94–101.
‏سیدمحسنی، شهاب (1381)، تبلیغات، مخاطب پژوهی و اثربخشی، هنر هشتم، دوره 2، شماره 7، صص 65–71.
‏صوراسرافیل، بهروز (1352)، پوستر، زبان گویای خطوط و رنگها، هنر و مردم، دوره 1، شماره 12، صص 39–43.
‏مؤمنی‌نورآبادی، مهدی (1382)، روابط عمومی الکترونیک چشم اندازها و فرصت ها، هنر هشتم، دوره 1، شماره 8، صص 34–47.
‏میرحسینی، حسین (1383)، تبلیغات اینترنتی، تدبیر، شماره 148، صص 52–57.
ولز، ویلیام.؛ برنت‌، جان.، ماریارتی‌؛ ساندرا ارنست (1388)، تبلیغات‌ تجاری‌: اصول‌ و شیوه‌های‌ عمل، سینا قربانلو، مبلغان‌، تهران‌.
 
‏Baldwin, J.M (1901), Dictionary of philosophy and psychology, Macmillan, London.
Bialoskorski، L.S.S.; Westerink، J.H.D.M. & Van den Broek، E.L (2009), Mood Swings: An Affective Interactive Art System. (In) Intelligent Technologies for Interactive Entertainment. Nijholt، A.، Reidsma، D.، Hondorp، H. (Ed), Springer Berlin Heidelberg, Berlin، Heidelberg, 181-186.
Bettinghaus, E.P. & Cody, M.J (1987), Persuasive communication , Holt, Rinehart, and Winston, New York.
‏Crilly، N.; Moultrie، J. & Clarkson، P.J (2004), Seeing things: consumer response to the visual domain in product design, Design Studies، Vol. 25, pp.577–547.
‏Dijkstra، M. & Raaij، W.F. van (2002), Media Effects by Involvement Under Voluntary Exposure: A Comparison of Television، Print and Static Internet, Journal of Euromarketing, No.11, pp.1-21.
Fulk, J. & Boyd, B )1991(, Emerging Theories of Communication in Organizations, Journal of Management, No.17, pp.407–446.
Hallnäs, L. & Redström, J (2006), Interaction design: foundations, experiments, The Interactive Institute ; The Textile Research Centre, The Swedish School of Textiles, University College of Borås, Borås.
‏‏Heart in distress )2012(, Adland, http://adland.tv/ooh/asss-heart-distress-sound-billboard-canada. Accessed on 2015/03/15.
‏Ju-Yuan, C )2004(, Exploring the Human Computer Interactive Design: Interactive Billboard, GLIDE’08 Conference Proceedings, No.1, pp.32-43.
‏Li, H. &  Leckenby, J.D (2004), Internet advertising formats and effectiveness, Center for Interactive Advertising, pp.1–31.
‏Lister, M.; Dovey, J.& Giddings, S )2008(, New Media: A Critical Introduction,routledg, USA & canada.
‏Manzari, J )2005(, The Importance of Interactivity in Twenty-first Century Design: A Call for the Creation of the Interaction Designer, Stanford University, CA, US, 1-14.
‏
McLuhan, M )1964(, Understanding media: the extensions of man, McGraw-Hill.
Misereor: The Social Swipe (2014), Kolle Rebbe, http://www.kolle-rebbe.de/en/arbeit/misereor/das-placard/ . Accessed on 2015/09/13
Poynor, R )2004(, Communicate: Independent British graphic design since the Sixties, Laurence King Publishing, London.
Roberts, M.S )2005(, Internet Uses And Gratifications: A Structural Equation Model of Interactive Advertising, Journal of Advertising, Published online, pp.57–70. (http://www.tandfonline.com/doi/abs/10.1080/00913367.2005.10639191) Accessed on 2015/11/28.
Saffer, D )2007(, Designing for Interaction: Creating Innovative Applications and Devices, illustrated, ed. , New Riders.
‏ McMillan Sally J، Jang-Sun Hwang )2002(,"Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication، User Control، and Time in Shaping Perceptions of Interactivity", Journal of Advertising, 31, 29-42.
Screven, C )1999(, Information design in informal settings: Museums and other public settings, Information design, MA: MIT Press, Cambridge.
Thackara, J)2001(,Why is Interaction Design Important? November 2001 http://www.doorsofperception.com/archives/2001/11/why_is_interact.php.
“TRAVELLERS INTERACTIVE WALL” Outdoor Advert by Fallon Minneapolis )2007(, Advertising Archive, Commercials database, http://www.coloribus.com/adsarchive/outdoor/travelers-travellers-interactive-wall-10687155/ .Accessed on 2015/08/20
‏‏van Dijk, J )2006(, The Network Society, SAGE Publications Ltd, SAGE Publications Ltd,London.
Verplank,B )2001 (, Interaction Design Sketchbook, Unpublished paper for CCRMA course Music.
https://hci.rwth-aachen.de/tiki-download_wiki_attachment.php?attId=797
‏Wei Kian، T )2010( Study Of The Flow Of Enjoyment In Interactive Installations.
Journal of Fine Arts: Visual Arts
Volume 22, Issue 4
January 2018
Pages 101-114

Files

Share

How to cite

Statistics