Pages: 50-59

Abstract

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.