گسترش فراگیری تبلیغ تعاملی و ساختار فرآیند ارتباطی آن با مخاطب (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
ارتباطات ترغیبی حوزه موضوعی این مقاله است که با روش توصیفی-تحلیلی به بررسی تبلیغ تعاملی محیطی و مخاطب آن می پردازد. این شیوه ارتباطی، گونه ای نوین از رفتار تعاملی انسان است که شکل گیری آن ریشه در زندگی اجتماعی او دارد. انسان با روی آوردن به زندگی اجتماعی بروز نیازهای گوناگونی را تجربه کرد، از جمله نیاز به برقراری ارتباط جمعی که روزبه روز گسترش یافت تا جائیکه با اختراع چاپ و به دنبال آن رواج رسانه های چاپی، موجبات تکامل ارتباط جمعی را فراهم ساخت. با به عرصه آمدن رادیو و تلویزیون و ظهور ماهواره و اینترنت گونه های جدید ارتباطی به صورت فراگیر شکل گرفت و صنعت تبلیغات از جایگاه مهمی برخوردار شد. گسترش استفاده از رایانه، شاخه ای جدید در ارتباطات را موجب شد که «طراحی تعامل» نامیده شد و پیش زمینه شکل گیری تبلیغات تعاملی را فراهم کرد. عنصر اصلی در این نوع تبلیغات، شرکت مخاطب در فرآیند پیام رسانی است. میزان تأثیرگذاری، بستگی زیادی به برقراری ارتباط مخاطب با تبلیغ و انتخاب های او دارد؛ زیرا اوست که اطلاعات را گزینش می کند. تبلیغ تعاملی باعث افزایش اثرگذاری بر مخاطب و مشارکت او می شود و درواقع ابزار مناسبی است برای تأثیر بر ذهن انسان عصر پسانوگرایی که به دلیل جریان پرشتاب تغییرات، هویتی چندگانه دارد. از این رو در این پژوهش به این شاخه نوین از تبلیغات می پردازیم.The omnipresent increase of interactive advertising and the structure of its communicational process with the audience
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.
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