Interactive Advertisement

We cannot deny advertisements` effects on our decisions and on our every day lives.Essence of advertisement .In the terms of Tankard and Severin there is an obvious distinction between persuasion and advertisement. They refer to Roger Brown who gives a definition about nature of advertisement. Lasswell in 1937 defined advertisement as an affective technique in human acts, which works with manipulating audible, discoursing and drawing signs. Traditional methods of advertisements had been constructed on the basis of imagery. The manipulation of images was necessary because advertisements should have attractiveness for the passive accumulated viewers. As much as the advertisements became more global, it was more needed (of new methods of audience attraction) to utilize modern of new methods. Levinson considers a website as an island which the advertisement is a bridge to reach it. Osgoodby believes that advertisement in cyber space is like a party , until you didn't invite others into it, nobody would come to see you. Traditional advertisements have been inclined their affair to the creation of reading sense in the vast spectrum of the audience like the television extensive advertisement. But in virtual space you can base your activities on analysis of individual needs and definite needs of its viewers for reaching the product. As it was said before, in virtual space, the user is not a mass audience in front of a charming media that some global reliable websites would prohibit from more professional advertisement methods and have vast spectrum of global audience ,but if we believe in an audience as an analyst and critic individuals we should accept that he would use other opportunities which have then not always but sometimes he won't be captured easily by direct advertisements. This audience would face to the advertisement messages with less critic view and his searching in virtual space is more for fun and satisfying his inquisitiveness. In a research which I have done to study the advertisements and the utilized technique in these advertisements, I have reached to an obvious image of such advertisements. The advertisement websites, which I have named them popular, had been used the least methods of scientific documentary evidence or intellectual well reasoned to code their convincing messages. Whatever the message sender needs is to attract the attention of receiver. The audience should push the bottom of mouse on this message among other different subjects and then the message communicator would have enough time to give information to the audience and identify the existence of viewer who are considered as a message receiver.Other points are hidden in accessibility of information. The audience can catch more information in less time about advertisement. This information could obtain from even conflicting resources. The most important distinction of advertisement in traditional media and cyber space could be defined as follows: in virtual space, the audience would always change his role from audience to producer and from producer to consumer. The possibility of using cyber space would be possible for all people. In such space, the user can show off her/his idea or product with using of convincing skills and depend on the way of presenting it could reach to success .In other word cyber space is on the contrary of the traditional media. There is no selling of idea or product; but they would sell viewing the site or advertisement. The forms of traditional advertisement have many limitations in case of commercials form .Size and vast distributing; in a case that virtual space would assemble the possibility of showing any advertisement in various cyber pages and in a cheap expense. Today the world can not be imagined without advertisement .The audience and people would learn from advertisement what they should eat, how they can dress, which book they should read and how they can think about a special subject. In the age that is full of advertisement messages, there should be more attention to this science. Today the virtual space and the media channel would be discussed in our real lives as the main media in 21 century. There are many bulletin boards, subway and bus advertisements in streets.( Pratkenis , 1999).But whatever we are facing to as an advertisement in global media of the internet, has differences with such messages.Virtual space is not transient and temporary phenomenon.
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