Reklamlandskap
Outdoor advertising is not very often discussed within city planning even though the commercial messages occupy much of public space. The advertising signs affects not only the physical environment but also social life. In this report I would like to acknowledge and question the presence of advert...
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| Formato: | Otro |
| Lenguaje: | sueco sueco |
| Publicado: |
2007
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| Materias: | |
| Acceso en línea: | https://stud.epsilon.slu.se/12496/ |
| _version_ | 1855572074831020032 |
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| author | Holmberg, Kerstin |
| author_browse | Holmberg, Kerstin |
| author_facet | Holmberg, Kerstin |
| author_sort | Holmberg, Kerstin |
| collection | Epsilon Archive for Student Projects |
| description | Outdoor advertising is not very often discussed within city planning even though the commercial messages occupy much of public space. The advertising signs affects not only the physical environment but also social life.
In this report I would like to acknowledge and question the presence of advertising in our everyday environment.
Outdoor advertising is not a new phenomena, technical progress however, results constantly in new expansions in the environment. Today advertising occurs in all sorts of shapes in the cities, both as free standing signs and as signs attached to facades, incorporated in city furniture such as bus shelters and on vehicles moving along the city streets.
Grouping advertising into two categories; local and national, reveals that the different categories have different impact on public space. National advertising, to some extent, contributes to a more homogeneous environment since many of the signs and the commercial campaigns are similar in cities within Sweden as well as in other countries. On the other hand advertising could contribute to vitalizing the environment due to adding light, colour and often entertaining messages. Local advertising demonstrates what the city has to offer within trade and industry.
The case study has been performed in the city of Malmö, in the south of Sweden. The presence of advertising signs in different areas of Malmö have been documented. The inventory reveals that the presence and the scale of the signs are connected to the each areas geographical position, whether it is in the centre or in the outskirts, the structure of the built environment in terms of space for the signs, the possibilities for businesses to establish and traffic patterns. Advertising signs affects both the physical environment as well as the experience of it. The signs could act as orientating land marks and also give places identity such as the case of Times Square in New York.
The roles of the municipalities have changed as they receive less funding. Outdoor advertising generates income, however the consequences are that private interests become more governing and the competence of city planning within the municipality is not utilized. If the municipalities instead would undertake a more active planning role the advertising signs could, to a higher extent, act as components in creating a pleasant city environment. The signs spatial and orientating possibilities could better be developed.
In public space there is an unbalance between people's possibilities to express themselves. The amount of advertising signs are much higher compared to the spaces where citizens legally and free of charge can put up a poster or a message.
Outdoor advertising contribute to commercialise and privatise public space which could prevent people from feeling that they participate and have accessibility to city environments. Different forms of street art and activism could be interpreted as an attempt to defend the common public space against increasing influence from commercial marketing sources.
The modern society is marked to a great extent by consumption and consumption patterns are becoming more global. The increased presence of advertising in the city environment could be understood as a result of consumption society. At the same time demands are raised for a more sustainable development and material abundance is questioned.
By examining the consequences of outdoor advertising both in a specific situation, in the city of Malmö, and it's part in a larger context I have developed strategies and thoughts about how to act to make advertising as positive as possible in the city environment. |
| format | Otro |
| id | RepoSLU12496 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish swe |
| publishDate | 2007 |
| publishDateSort | 2007 |
| record_format | eprints |
| spelling | RepoSLU124962017-10-27T07:31:20Z https://stud.epsilon.slu.se/12496/ Reklamlandskap Holmberg, Kerstin Landscape Architecture (until 121231) Landscape architecture Outdoor advertising is not very often discussed within city planning even though the commercial messages occupy much of public space. The advertising signs affects not only the physical environment but also social life. In this report I would like to acknowledge and question the presence of advertising in our everyday environment. Outdoor advertising is not a new phenomena, technical progress however, results constantly in new expansions in the environment. Today advertising occurs in all sorts of shapes in the cities, both as free standing signs and as signs attached to facades, incorporated in city furniture such as bus shelters and on vehicles moving along the city streets. Grouping advertising into two categories; local and national, reveals that the different categories have different impact on public space. National advertising, to some extent, contributes to a more homogeneous environment since many of the signs and the commercial campaigns are similar in cities within Sweden as well as in other countries. On the other hand advertising could contribute to vitalizing the environment due to adding light, colour and often entertaining messages. Local advertising demonstrates what the city has to offer within trade and industry. The case study has been performed in the city of Malmö, in the south of Sweden. The presence of advertising signs in different areas of Malmö have been documented. The inventory reveals that the presence and the scale of the signs are connected to the each areas geographical position, whether it is in the centre or in the outskirts, the structure of the built environment in terms of space for the signs, the possibilities for businesses to establish and traffic patterns. Advertising signs affects both the physical environment as well as the experience of it. The signs could act as orientating land marks and also give places identity such as the case of Times Square in New York. The roles of the municipalities have changed as they receive less funding. Outdoor advertising generates income, however the consequences are that private interests become more governing and the competence of city planning within the municipality is not utilized. If the municipalities instead would undertake a more active planning role the advertising signs could, to a higher extent, act as components in creating a pleasant city environment. The signs spatial and orientating possibilities could better be developed. In public space there is an unbalance between people's possibilities to express themselves. The amount of advertising signs are much higher compared to the spaces where citizens legally and free of charge can put up a poster or a message. Outdoor advertising contribute to commercialise and privatise public space which could prevent people from feeling that they participate and have accessibility to city environments. Different forms of street art and activism could be interpreted as an attempt to defend the common public space against increasing influence from commercial marketing sources. The modern society is marked to a great extent by consumption and consumption patterns are becoming more global. The increased presence of advertising in the city environment could be understood as a result of consumption society. At the same time demands are raised for a more sustainable development and material abundance is questioned. By examining the consequences of outdoor advertising both in a specific situation, in the city of Malmö, and it's part in a larger context I have developed strategies and thoughts about how to act to make advertising as positive as possible in the city environment. Reklam i stadsmiljön intar en relativt undanskymd plats i stadsplaneringsdebatten. I själva verket tar de kommersiella budskapen stor plats i de offentliga rummen. Reklamskyltarna påverkar inte bara stadens fysiska miljö utan även dess sociala liv. Jag vill uppmärksamma och ifrågasätta reklamens förekomst i vår vardagsmiljö. Utomhusreklam är inget nytt fenomen, tekniska framsteg leder dock till att reklamen ständigt får nya utbredningar i miljön och kommer allt tätare inpå medborgarna. I dagens städer förekommer reklam i alla möjliga former, fritt stående i rummen och längs rummens väggar, integrerad i stadsmöbler och på fordon som rör sig genom rummen. En indelning av reklam i lokal reklam och riksreklam visar att olika sorters reklam får olika konsekvenser och inverkan på det offentliga rummet. Riksreklamen medverkar till viss del till en homogenisering av miljön då många skyltar ser likadana ut i städer både nationellt och internationellt, liksom de reklamkampanjer som visas upp på skyltarna. Men reklamen bidrar även till en vitalisering av miljön genom dess inslag av ljus, färg och ofta underhållande budskap. Den lokala reklamen lyfter fram det som staden har att erbjuda inom näringsliv och handel. I fallstudien, där jag inventerat reklamförekomsten i olika områden i Malmö, framträder att reklamens förekomst samt skalan på skyltarna är förenat med områdets läge, hur centralt det är, stadsområdenas struktur i form av yttillgång, och plats för verksamheter samt trafi kmönster. Reklamskyltarna påverkar både det fysiska rummet och upplevelsen av det. Skyltarna kan fungera som orienteringspunkter och även verka identitetsskapande som exempelvis Times Square i New York. Kommunernas roll har med minskade resurser förändrats. Reklamen i städerna ger inkomster till att förvalta miljön men innebär samtidigt att privata intressen blir alltmer styrande och att den kompetens som fi nns inom kommunen för stadsplanering inte utnyttjas. Om kommunen istället skulle inta en mer aktiv planeringsroll skulle reklamskyltarna i större grad kunna användas som stadsbyggnadselement och reklamens rumsliga och orienterande möjligheter bättre utnyttjas. Det råder i det offentliga rummet en kraftig obalans mellan människors möjligheter att yttra sig. Reklamskyltar får betydligt mer utrymme än de platser där den enskilde medborgaren lagligt och kostnadsfritt kan sätta upp en affi sch eller notis. Reklamen bidrar till att kommersialisera och privatisera det offentliga rummet vilket kan hindra människor från att känna delaktighet, hemmahörande och gemensam tillhörighet till stadens rum. Olika former av gatukonst och aktivism kan ses som ett försök att försvara det gemensamma offentliga rummet mot de kommersiella marknadskrafternas ökande infl ytande. Det moderna samhället präglas till stor del av konsumtion och konsumtionsmönstren blir alltmer globala. Reklamens ökade förekomst i stadsmiljön kan ses som en del av vår tid. Samtidigt ställs ökade krav på hållbar utveckling och restriktioner kring överfl ödssamhället. Efter att ha undersökt reklamens konsekvenser både i en konkret situation, i Malmö stad, samt dess roll i ett större sammanhang har jag utvecklat strategier och tankar kring hur man kan agera för att reklamen ska bli en så positiv del av stadsrummen som möjligt. 2007-09-18 Other NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/12496/1/holmberg_k_171027.pdf Holmberg, Kerstin, 2007. Reklamlandskap : utomhusreklamens inverkan på stadsmiljö och stadsliv. UNSPECIFIED, Alnarp. Alnarp: (LTJ, LTV) > Dept. Of Landscape Architecture, Planning and Management <https://stud.epsilon.slu.se/view/divisions/LMNR=3A644.html> urn:nbn:se:slu:epsilon-s-8329 swe |
| spellingShingle | Landscape Architecture (until 121231) Landscape architecture Holmberg, Kerstin Reklamlandskap |
| title | Reklamlandskap |
| title_full | Reklamlandskap |
| title_fullStr | Reklamlandskap |
| title_full_unstemmed | Reklamlandskap |
| title_short | Reklamlandskap |
| title_sort | reklamlandskap |
| topic | Landscape Architecture (until 121231) Landscape architecture |
| url | https://stud.epsilon.slu.se/12496/ https://stud.epsilon.slu.se/12496/ |