Outdoor Advertisements and City Form (original) (raw)
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Outdoor Advertising as Visual Communication: The Example of Ankara
Journal of History Culture and Art Research, 2020
In today's world, where advertisements and advertising have become extremely important and all aspects of outdoor advertising have all become crucial. Striking examples of outdoor advertising from around the world, the contribution of advancing technology, especially the augmented reality concept that has been frequently investigated recently to the advertising sector and the contribution of advertising to the brand are examined in this study. The main aim of the study is to present outdoor advertising in Turkey and in the world from different perspectives and to illustrate what is advertising, how it should be done, what should be paid attention to, what are the effects on human psychology and perception. In this way, the open-air advertisements in Ankara's most crowded squares (n = 4) were examined in November 2019 for a period of 1 (one) month. In this study, one of the qualitative research methods, document analysis technique was used. In this context, the analysis of the sample of the study was analyzed in terms of the structure, feature, type and similar elements of the media with the support of the literature.
2010
This thesis focuses on both street art and outdoor advertisements in Istanbul. Specifically, we chose Istiklal and Bağdat Avenues as our fieldwork areas to conduct our research. With its cosmopolitan structure Istiklal Avenue and high-standard lifestyle Bağdat Avenue together represent Istanbul to understand the multifaceted nature of social, cultural and political identities of the society. In relation to variations, working in two different districts is a crucial reference to discover various perspectives of citizens of Istanbul regarding our subjects: street art and outdoor advertisements. Since this project is conducted from a cultural analysts' point of view, we aim to analyze the cultural reflections of the society from visual materials on the streets. At that point, in addition to the desk research about these subjects, we were out-ofhome as well. We aim to gain a-subjective‖ perspective of the understanding of street art and outdoor advertisements from citizens' narratives on the basis of one of our research questions:-how do we react to space and its contents.‖
Product Placement ‒ City Placement as a Form of Urban Space Promotion
Modern Management Review
The paper presents product placement and especially city placement as one of the urban space promotion directly linked with the environment communication. Product placement, and thus places in film and television have already been widely known. An increasing number of local governments are interested in this form of advertising for the city and spend more money for this kind of promotion. Not many local governments check if the traditional advertising or city placement in films or other television productions is effective. It is caused by high cost of marketing research. City placement is connected with promotion and exactly with advertising. It is the chance for alternative form of communicating with the environment. The urban space of a community in the following paper is treated as the product which can be sold by a community because everything which has value to the consumer can be sold. Main objectives of this kind of advertising can be for example attracting investors, increasing satisfaction of citizens, attracting students, specialists to the city and change in opinions about the city among the society. City placement is the creating of the image of the city. In the paper the examples of such presenting the community have been showed.
The Seduction of the French Advertising Communication through Urban Public Space
Publ Cidades 01, 2015
Resumo: a utilização do mobiliário urbano parisience como veículo para comunicar a publicidade é analisada sob a ótica do consumerismo baudrillardiano e da concepção de Junkspace de Rem Koolhaas. Três exemplos de peças publicitárias integradas ao urbano são apresentados e analisados via-à-vis estes referenciais teóricos. Três extensões do conceito baudrillardiano de sedução são propostos: i) a sedução através do signo familial, proporcionada pelas vitrines dos Grands Magasins, ii) a sedução pela integração, alcançada pela coluna Morris, e iii) a sedução pela ambição de pertencimento a um grupo de referência, incitado por um tapume-painel. A caracterização da corporificação do Junkspace na Paris contemporânea, bem como uma reflexão sobre a sutileza da sedução espetacular do consumo através da inevitabilidade do cotidiano nesta cidade são, por fim, argüidos. Abstract: in this article, the use of Parisian urban furniture as a medium for communicating advertising is analyzed drawing from the perspectives of the Baudrillardian consumerism and the concept of Junkspace introduced by Rem Koolhaas. Three examples of advertising integrated into the city are presented and analyzed via-à-vis these theoretical frameworks. Three extensions of the Baudrillardian concept of seduction are proposed: i) the seduction through the sign of the familial, offered by the Grands Magasins' shop-windows, ii) the seduction by integration, reached by the Morris column, and iii) the seduction by the
The Effects of Outdoor Advertisements on Consumers: A Case Study
STUDIES IN BUSINESS AND …
The purpose of this study was to determine the influence ratio of outdoor advertisements on survey participants (consumers) who are living in Sivas city and to measure the effects on participants' purchasing behavior. The research also attempted to specify the different characteristics of outdoor advertisements in comparison to other advertising instruments. The other research aims are to designate the status of outdoor advertisements among the advertisement instruments which are thought to have an effect on the purchasing behavior of consumers and to determine the effects and dimensions of outdoor advertisements. A face-to-face interview survey is conducted on 400 person who live in Sivas city and who are selected with non-random sampling. Data were analyzed by using T-test, variant analysis and factor analysis. SPSS 15.0 for Windows was employed for the scale measurement. The result of the analysis shows that people generally have positive opinions about outdoor advertisements. They think that outdoor advertisements are more eye-catching and creative when compared to other advertisement types and their physical size lends them an effective visual impact. Respondents also stated that outdoor advertisements contribute to the cityscape in terms of variety and beauty, and they do not pollute the environment. However, awareness of outdoor advertisement amongst some people is relatively low. The results of the study indicate that outdoor advertisements which create different ideas, which are effective in informing and persuading people and which are sensitive to the environment can be viewed positively by consumers. In particular, amongst consumers with higher educational and income levels, outdoor advertisements are becoming striking and their visibility is increasing.
Researching Urban Space, Reflecting on Advertising: A Photo Essay
Space and Culture, 2011
This photo essay places into dialogue practices of photographing urban space and the market research practices of the U.K. outdoor advertising industry. It explores photography as a method for accessing understandings of cities, and it examines ways of analyzing the interplay between photographic practices and data gathered through ethnography. Through personal reflections on the research process, the essay considers the spatial practices of the outdoor advertising industry and how its billboards and panels act to space out cities and city imaginaries.
Advertising Arrangements: An Attempt in Improving the Visual Quality of Urban Areas
International Journal of Recent Contributions from Engineering, Science & IT (iJES), 2014
Advertisement plays a role to create an effective communication among societies and urban environment. Its existence has enabled urban society to access information. In the very dynamic era of Yogyakarta society today, advertisement undeniably has been becoming one of the essential components in modern urban landscape. However, inaccuracy of advertisement design conversely can emerge inconvenience and interruption for society. Again it can also lead to the decline of the urban visual quality. Advertisement regulation in Yogyakarta, therefore, is required. In this paper, a study on advertisement regulation in Yogyakarta is conducted using a descriptive-qualitative approach based on the analysis on the communication aspect and spatial aspect. The results are used in recommending for the advertisement regulation based on three criteria: aesthetics, ethics, and safety. Aesthetics is in consideration of cultural values suitable in Yogyakarta (Local Regulation of Special District of Yogyakarta (DIY) No.4
Researching Urban Space, Reflecting on Advertising
Space and Culture, 2011
This photo essay places into dialogue practices of photographing urban space and the market research practices of the U.K. outdoor advertising industry. It explores photography as a method for accessing understandings of cities, and it examines ways of analyzing the interplay between photographic practices and data gathered through ethnography. Through personal reflections on the research process, the essay considers the spatial practices of the outdoor advertising industry and how its billboards and panels act to space out cities and city imaginaries.
2016
The quality of urban public space presumes, among other aspects, a balance between quantity, distribution and placement of the outdoor advertising. In Romania, despite the existence of legislation regarding the placement of outdoor advertising, there is no correlation with any urban planning legislation, so far. The lack of legislative and operational correlation had as effect for the past two decades an excessive and uncontrolled invasion of outdoor advertising, especially in central urban areas. Based on an interdisciplinary approach, the study focuses on a protected built area, with historical monuments, in which the normative elements are explained through their territorial effects, meaning the impact on the quality of public spaces, of the conservation of heritage, the enhancement of urban landscape, the road safety etc.