Pathology in Advertising Graphics (Designer, Customer and Audience)

Abstract

Today advertising graphics in Iran lacks innovation and creativity which can cause change and practical creation as well as beauty and novelty and attractiveness. These works not only are not creative, but also lacks Iranian identity and no track of Iranian great artistic heritage can be observed in these graphic works. With a look at Iran’s traditional graphics with such examples as blank designs, tiles, calligraphy, paintings on dishes, clothing, illustration in booksand etc. it is found that Iran's current graphics has lost its link to the past and it is in weakness and decline state compared to the past works. Graphics is a triangle with designer, customer and audience as its heads. Creative designers have perfect and accurate look at all aspects. They put value on their artistic sense of discovery and artistic intuition, and at the same time, they are aware of importance of the customer as well as the audience and viewer. Taking these points into account and paying attention to principles for constructing a graphic work and creativity process in designing play crucial role in creating creative and novel works. Some studies have been conducted on investigating relationship between graphics and advertisement; however, pathology of graphics in advertisement and reasons for lack of appropriate influence of advertisement on audience has been understudied. Thus, current work aims at investigating pathology of graphics in advertisement. In other words, the factors which influence failure or low influence of advertisement on the audience will be studied with reliance on three factors, i.e. customer, designer and audience, and finally some solutions will be proposed to overcome these factors.