specialty journal of humanities and cultural science
Studying the Mutual Effect of Advertising Attractions and Creative Methods of Advertising on Persuasion of the Audience (2000-2017)
Somayeh Rasoulipour, Reyhaneh Keshtgar Ghasemi, Seyyed Nizamuddin Emamifar
The modern age has made advertising and information in the various fields an integral part of life, and we face a large amount of them in the urban or virtual space every day. Environmental advertising is the most important communication and educational tool in the societies; it has a power beyond the imagination. Urban advertising is one of the most effective branches of advertising in the environmental graphics that is used in many of the advanced countries of the world to beautify urban space, information and commercial advertising. Therefore, the environmental graphics should pay attention to the elements of aesthetics, audience analysis, initiative, creativity and advertising attraction, and to present its design and idea with creativity more effectively. The purpose and the question of the present research is to examine the mutual effect of advertising attractions and creativity in advertising and its characteristics in order to transmit the message effectively to the audience. This research is descriptive-analytic and data collection is done using library method. Finally, using the obtained data, we analyzed some samples of the world advertising between 2000 and 2017. The results of this research indicate that for the rational advertising attractions, the creative way of environmental factors (especially the climate) have been benefited.