Publication: Publicidad exterior sostenible: una propuesta de implementación en la ciudad
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2017
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Abstract
La contaminación visual tiene un importante peso a la hora de determinar la calidad del paisaje urbano y la imagen y reputación de las ciudades. En este contexto, cabe destacar que una de las mayores fuentes de contaminación visual de la ciudad es la publicidad exterior. Por ello, y en busca de un modelo de ciudad sostenible, es necesario implementar en los espacios urbanos una comunicación publicitaria que logre construir sinergias positivas y reducir dicha contaminación.
En esta investigación se pretende determinar las características, rasgos y pautas de una publicidad exterior sostenible que logre integrarse sin generar contaminación visual y efectos negativos para la urbe respetando su arquitectura, su diseño y su morfología. Así, se busca que sea capaz de aportar beneficios a los habitantes y al paisaje urbano generando un valor compartido entre la empresa que desarrolla dicha actividad publicitaria y el espacio urbano donde esta se sitúa.
Visual pollution is one of the elements that is gradually acquiring an important weight to determine the quality of the cityscape and the image and reputation of the cities. In this context, it is noteworthy that one of the major sources of visual pollution of the city is outdoor advertising. For that reason, and in search of a sustainable city must be implemented in urban areas achieve a marketing communication that build positive synergies and reduce such pollution. This research aims to determine the characteristics of sustainable outdoor advertising that achieves integrated into the city without generating visual pollution and negative effects on the city respecting its architecture, design and urban morphology. Thus, it seeks to be able to bring benefits to the inhabitants and the urban landscape generating a shared value between the company developing this advertising activity and urban space where this is located.
Visual pollution is one of the elements that is gradually acquiring an important weight to determine the quality of the cityscape and the image and reputation of the cities. In this context, it is noteworthy that one of the major sources of visual pollution of the city is outdoor advertising. For that reason, and in search of a sustainable city must be implemented in urban areas achieve a marketing communication that build positive synergies and reduce such pollution. This research aims to determine the characteristics of sustainable outdoor advertising that achieves integrated into the city without generating visual pollution and negative effects on the city respecting its architecture, design and urban morphology. Thus, it seeks to be able to bring benefits to the inhabitants and the urban landscape generating a shared value between the company developing this advertising activity and urban space where this is located.