Study the interactive tricks of commercial and urban advertising with emphasis on digital art in the years 2000-2017

Abdul Khaliq Dastmardi¹ SOMAYEH RASOULIPOUR²

1) Bachelor of Visual Communication, Faculty of Arts, Shahed University, Tehran, Iran
2) Bachelor of Visual Communication, Faculty of Arts, Shahed University, Tehran, Iran

Publication : International Conference on Civil Engineering, Architecture , Development and Recreation Urban Infrastructure in Iran(icdu.ir)
Abstract :
Advertising, as an important element, plays a role in the culture of today s societies. Because everyday life reflects people around the world. The sheer volume of advertising and information in various fields is also a requirement of the modern age. Meanwhile, urban advertising is one of the most useful branches of advertising in environmental graphics. Therefore, environmental graphics play an important role in creating creative advertising, and at the same time interacting with the audience and ultimately convincing the audience. The aim of this study was to investigate the interactive tricks in commercial urban advertising with emphasis on digital art and its features to effectively convey the message to the audience. This research is done in a descriptive-analytical way and the collection of information is done in a library way. The results of the leading research findings show that in interactive media, which are the most popular and widely used tricks in advertising today, digital art has been able to find its place in urban commercial advertising among various interactive media.
Keywords : urban advertising commercial advertising interactive advertising digital art