Design of Advertising in the Formation of a Modern Urban Environment

International Multi-Conference on Industrial Engineering and Modern technologies

Lanina, E.E.^1 ; Ju Spirina, M.^2

Lanina e E, University with the IPA EurAsEC, Smolyachkov str., 14, St. Petersburg

194044, Russia^1

Spirina M Ju, University with the IPA EurAsEC, Smolyachkov str. 14, St. Petersburg

194044, Russia^2

关键词: Aesthetic qualities;    Educational activities;    Historical experience;    Public space;    Socio-cultural;    Spatial environments;    Urban environments;   

Others  :  https://iopscience.iop.org/article/10.1088/1757-899X/463/4/042042/pdf
DOI  :  10.1088/1757-899X/463/4/042042

来源: IOP

【 摘 要 】

The article analyzes the current state of advertising in urban public spaces, identifies the main types of advertising products that are part of the subject-spatial environment of urban settlements. Special attention is paid to the effectiveness of advertising appeals, their aesthetic quality and impact on the consumer. The main problems in the activity of designers creating advertising products and forming public space are singled out. They are texts, images, compositions, color solutions, ethical component, conformity to national mentality. The need to change the content of educational activities in the field of advertising by incorporating in it the historical experience of research and practical activity of advertisers is underlined. Above all the experience of traditional applied art must be used. The proposed changes will increase the effectiveness of advertising products as a factor in the economic and socio-cultural life of Russian cities.