the effectiveness of three-dimensional urban advertising from the perspective of iconology

in today's communities achieving to effectiveness of urban advertising is one of troubles of advertisement industry. this research is trying to answer this question that using three-dimensional design in urban advertising has what place in urban field? this query has been conducted in the method of iconological analysis on chosen urban advertising works of last 15 years in the world with the goal of achieve to volume effect on effectiveness of public advertisement. results show that reason of effectiveness of chosen urban advertising (billboard) of last 15 years in the world (2000-2015) is -due to public audience of commercial advertisement and services- using volume display in the amount of 86.7% which among this number 83.3% of them have interacted with around environment space.