Analyzing visual factors and how to persuade the audience in Internet Advertisement (A Case Study of Age Groups 15-25 and 35-45)

The Internet has provided an appropriate environment for direct communications between consumers and producers in different professions. However, the advertisement potential of the Internet has not received the attention it deserves and, unlike what is expected, Internet advertisements have not been able to meet the needs of users and advertisers, which can be due to a lack of knowledge about audiences. In the present research, interests of the audiences and the persuasive factors influencing them have been studied in two different age groups so that by understanding their interests and preferences advertisements can be produced that make audiences feel that the advertisements are in line with their needs and interests and the needs of the senders and recipients of messages are met as well. This study was conducted through a questionnaire distributed among 116 Internet users aged 15-25 and 35 -45. The results of this study show that visual, textual and communicative stimulants have an effect on the attitudes and reactions of Internet users and these stimulants are different in the age groups 15 -25 and 35-45; therefore, for each group a different way of advertisement and persuasion should be utilized so that Internet advertisements become more efficient

Keywords:

Internet advertisement , persuasion , banner , sender of message , recipient of message×