Interactive Advertisement : Attempting to persuade others to influence their behavior and way of thinking shows one of the basic human needs for the improvement of their social life. This way of encouraging and convincing an audience, as it happened later, has had a profound influence on the human mind throughout history.
The tablets found by archaeologists among the ruins of Babylon, tell us about primitive advertising. This tablet, dating to 3,000 BC, is about a kind of ointment and also praises someone who has mastered sewing shoes. people are called sophisticated. World War 2 ended with a more comprehensive and scientific study.
As mass media spread, such as newspapers, radio and television, advertising became more significant. We cannot deny the influence advertising has on our decisions and our daily lives.
From an advertising point of view, this is a new version for exhibiting goods or services, with an emphasis on specific debates presented by the individual or group of beneficiaries. The purpose of writing this article is to answer this important question; how advertising without its economic essence will be represented in cyberspace.
It is possible to clearly distinguish between persuasive means on the internet and other media, and if the answer is yes, what are the benefits for cyber users, because we live in an interactive world where the relationship between advertisers and customers is completely changing.
I try to analyze this change with an emphasis on the active audience of this universal medium and with an emphasis on the role of advertising in this space; I want to organize these effective sections to find a clear view of the future.
The essence of advertising
In Tankard and Severin’s terms there is a clear distinction between persuasion and advertising. They refer to Roger Brown who provides a definition of the nature of advertising. Advertising is a type of persuasion that is carried out only for the benefit of the sender; and may even run to lose the receiver.
(Tankard and Severin, 1992, p299) Lasswell in 1937 defined advertising as an affective technique in human action, which works by manipulating sound, discourse, and drawing signs. (Tankard and Severin, 1992, p. 148).
Contrary to some theorists who believe that advertising contains all kinds of commercial content and things that companies use to provide consumers with more information. What we focus on is how the scientific persuasion of any commercial goal is one aspect of it. As a result, we can say that advertising is a regular process of producing reasonable information about a particular subject that is used to create an intensive effect on the thoughts and actions of the audience.
Traditional advertising methods have been built on image. Advertising effectiveness is limited by this need to reach and influence the widest possible audience. Image manipulation is necessary because the ad must have appeal to a passively accumulated audience. The more global advertising becomes, the more it is necessary (a new method of attracting an audience) to use a new modern method.
However, the ways to satisfy and excite the audience that have been predicted to produce a single and lawful result in the mass audience have been eliminated by the entry of cyberspace. Because the internet is the basic medium of interaction and information; So the user goes through the active stage, to find the website they want.
Because they want to achieve definite information about the company, service or product. Irrelevant images or tampered with information will prevent them from continuing their journey.
Apart from the professional design of the website, the agents have to interact with their customers. They must know the customer’s need and must answer it in a good way and most importantly collect the information that the customer is looking for. Remember they will easily lose their audience by reducing or adding information.
A propaganda will be effective if it can use all the facilities of cyberspace to be able to gather attraction, provide awareness, experience interaction. Levinson thinks of a website as an island whose advertisements are a bridge to reach it. He believed that the goal of convincing people to buy or use a product was unsustainable; if on the internet we direct viewers to watch advertisements on our website. (Levinson 2004)
Osgoodby believes that online advertising is like a party, until you don’t invite other people to it, no one will come to see you. More than the information you ask your guests, means they like your party more. He also believes that the method of advertising on the internet is the most attractive method from the audience’s point of view.
(Osgoodby, 2005) We must consider how and in what language the message is packaged. In other words, “we must be careful in using words because the use of countless languages can reveal advertisements in a fraudulent way”. (Mehdizade, 2001, pp. 65-66)
Traditional advertising is more inclined to the creation of the sense of reading in a broad spectrum of audiences such as extensive television advertising. But in virtual space you can base your activities on an analysis of individual needs and the exact need of their audience to reach the product.
As said before, in the virtual space, users are not a mass audience in front of a captivating media that some reliable global websites will ban from more professional advertising methods and have a wide spectrum of global audiences, but if we believe in the audience as Our individual analyst and critic must accept that he will not always take advantage of other opportunities but sometimes he will not be caught easily by direct advertising.
Of course, we must remember that audiences sometimes enter this space for fun. This audience will be faced with advertising messages with a less critical view and their search in cyberspace is more for fun and satisfying their curiosity. He will easily guide from one page to another and he has no purpose for this circulation. As a result he will object to these messages and he will be impressed by them.
In the research I did to study the advertisements and the techniques used in these advertisements, I have achieved a clear picture of the advertisements. Advertising sites, which I call popular, have used the method of at least a reasonable amount of scientific or intellectual documentary evidence to encode their convincing messages.
In my opinion, if we factor from the special form of such websites that will recognize this content, we will see that summarizing and more benefits of images cannot be separated from advertising. The reason for this subject is in the virtual space hyperlink feature.
Whatever the sender of the message needs is to grab the attention of the recipient. The audience must press the bottom of the mouse on this message among other different subjects and then the message communicator will have enough time to provide information to the audience and identify the presence of the viewer who is considered the recipient of the message.
Another point is hidden in the accessibility of information. Audiences can capture more information in less time about the ad. This information can even be downloaded from conflicting sources. The most important difference between advertising in traditional media and cyberspace can be defined as follows: in cyberspace, the audience will always change roles from viewer to producer and from producer to consumer.
The possibility of using cyberspace will become possible for everyone. In such a space, users can showcase their ideas or products using convincing skills and rely on their presentation to achieve success. In other words, cyberspace is the opposite of traditional media. No sale of ideas or products; but they will sell viewing sites or ads. Now if we are able to convince our users of our excellence, we will achieve success.
Traditional forms of advertising have many limitations in terms of forms of advertising. Wide size and spread; in that case the virtual space will collect the possibility of displaying any advertisement on various cyber pages and at a low cost. In other words, there is no real limit to the volume and type of ad serving. (Jim Calloway and Don Murdock 1998)
How can we get more benefit from this space?
Today’s world is unimaginable without advertising. Audiences and people will learn from advertisements what they should eat, how they can dress, what books they should read and how they can think of a particular topic. In an age full of advertising messages, this science should be given more attention. Today virtual spaces and media channels will be discussed in our real life as the main media in the 21st century.
By emphasizing the broad and complex communication that is possible in this space, we will understand that we have a unique opportunity to influence an unlimited spectrum of audiences, opportunities that were not possible in dry media before. from this point the importance of using advertising messages will be stated. Our current era is called the era of communication and advertising.
Pratkanis believes that messages build our world. We think of other satisfactions in our social life. There were many bulletin boards, subway and bus advertisements on the streets. (Pratkenis, 1999). But whatever we face as an advertisement in the global media of the internet, has a difference with these messages.
Effective and successful cyber marketing means making full use of media to offer all types of customers an engaging, informative, interactive, give and take experience of their needs, wants and information. Virtual space is not a temporary and temporary phenomenon. This is the initial way of its evolution. Today, the purpose of many advertisements is not to make a sale but to drive people to the website.
This means we have to be really careful with what we present. Internet advertising will not become a phenomenon through the branches of Internet influence. Although today Internet advertising faces problems and obstacles and we do not have the attention to take advantage of the opportunity; but we must believe that in cultures, civilizations, beliefs, ancestors and all the pillars of the nation that make up the identity of each other, prosperity is with groups that can use better skills and methods of punishment.