Investigating the importance of using new light-based media in environmental advertising

Kiarash Zebarjad¹ Rezvan Behzadi Nasab² Soniya Behzadi Nasab³

1) M.Sc. Student of Industrial Engineering - Engineering Management, Department of Industrial Engineering, Faculty of Engineering, Shiraz Branch, Islamic Azad University, Shiraz, Iran -
2) Master of Visual Communication - Visual Communication, Department of Art, Faculty of Architecture, Tehran Central Branch, Islamic Azad University, Tehran, Iran -
3) PhD in Business Management - Marketing Management, Department of Business Management, Roudehen Branch, Islamic Azad University, Roudehen, Iran -

IOI Code : XECZ-GGFFH
Publication : 2nd.International Conference on Architecture, Civil Engineering, Urban Development, Environment and Horizons of Islamic Art in the Second Step Statement of the Revolution(2icacu.ir)
Abstract :
    The present article is a study on the importance of using new light-based media in open environmental advertising in Tehran. Due to the connection between environmental graphics and urban planning and the advertising industry, in modern technologies, lighting is used to influence the audience. Since the image of the city is an important part of the visual identity of the city, so new media based on light has become one of the necessities of modern urban life, which can be considered as a subset of urban identity. Urban identity is an interdisciplinary topic, so it requires coordination and appropriateness between the activities of various branches of scientific and artistic disciplines such as: urban planning, urban graphic design, technical engineering, advertising, psychology, sociology and .... In environmental advertising, various possibilities are used to attract the attention of the audience in order to achieve the intended goal. It has been done. The tool of collecting library information has been in the form of taking notes and in the field part of the method of observing and analyzing new media based on light. In the present study, the role of light in attracting the audience of new media (urban televisions, environmental advertisements in Tehran) has been studied qualitatively.

Keywords : environmental advertising new media graphics lighting urban identity