Transformation of Audience Perception in Commercial Advertising with Emphasis on the Role of Digital Technologies

Abstract

The aim of this study is to examine the transformation of the audience's role in commercial advertising over the period from 2010 to 2020. The primary focus of the research is on how the form and structure of advertisements—especially with the advent of digital technologies and interactive designs—have shifted the role of the audience from a passive receiver to an active and participatory agent. This study is conducted using a qualitative method with a descriptive-analytical approach. The data collection tools include library resources, scholarly articles, reputable websites, and the analysis of 14 selected advertising samples from both domestic and international brands. The samples include various advertising formats such as posters, stands, interactive panels, websites, and mobile applications. The data analysis is based on audience theories, particularly Park’s theory. The review of samples shows that traditional advertisements, characterized by low interactivity, are predominantly visual and passive, and have limited impact on audience engagement. In contrast, modern interactive advertisements—such as those of Sprite, Telegram, or Digikala—offer higher levels of engagement, enabling the audience to participate, touch, and experience the content, thereby increasing cognitive retention and emotional and behavioral persuasion. Design type, technological platform, user interface, and dynamic graphics play key roles in this process. The findings of the study indicate that the form and format of advertising play a decisive role in defining the position of the audience. Modern advertisements, driven by interactive and technology-based designs, place the audience at the center of the communication process and achieve higher effectiveness. In contemporary advertising, the audience is not merely a message receiver but also a creator of meaning. The success of brands depends on a profound understanding of the needs, behaviors, and interaction styles of this new audience.