Analysis of the architectural and artistic compliance of outdoor advertising media with the design code and stylistics of the urban environment
DOI:
https://doi.org/10.30857/2617-0272.2026.2.7Keywords:
environmental design, advertising media, city image, architectural environment, design code, stylistics, landscape, urban spaceAbstract
The study aimed to assess the city's outdoor advertising for its visual compliance with the architecture and compliance with the urban design code. By conducting expert and sociological research, the degree of integration of advertising media into the architectural concept of the city is determined. The compliance of advertising structures with the general stylistics of the space and their compliance with the requirements of the local design code is analyzed. As the survey showed, the majority of respondents consider the placement of outdoor advertising in the city to be chaotic. In particular, 54% of women and 52% of men hold this opinion. In contrast, only 17% of women and 21% of men gave the opposite assessment (orderly placement). Evaluating the visual component of advertising stands (expressiveness of form, composition, light, color and creativity), 45% of men and 52% of women called their design inexpressive and monotonous. According to the survey data, 45% of men and 47% of women are convinced that the appearance of advertising structures requires stylistic refinement. In addition, almost a third of respondents note their visual disharmony with the general environment. Outdoor advertising evokes mixed emotions in the respondents, but the majority of respondents (52% of men and 54% of women) perceive it primarily as commercial. Almost a fifth of the audience (22% of men and 23% of women) see it mainly as announcements of entertainment or cultural events. The key requirement for advertising is its architectural compatibility. Integration into the existing architectural context ensures the favor of local residents. Overloading with advertising in places of rest and transport creates visual chaos, which is perceived extremely negatively. Scientific novelty of article is determined by the development of theoretical principles of harmonious spatial placement of advertising, which takes into account the architectural heritage and modern socio-cultural needs of city residents. Recommendations have been developed for the harmonious integration of advertising media into the architecture and landscape of the city to improve its visual image
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