Advertising, Commercial Spaces and the Urban by Anne M. Cronin
By Anne M. Cronin
Delivering a close account of up to date open air advertisements and its dating with city house, this publication examines what the outside advertisements tells us concerning the advertisement creation of city house, what practices show approximately modern capitalism, and the way advertisements and billboard constructions interface with areas of the town
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Extra info for Advertising, Commercial Spaces and the Urban
As the industry’s assets are based in outdoor urban environments, including transport environments, it is unsurprising that questions of how and why people move around these spaces should be a focus of the industry’s research. Perhaps more surprising is the relationship that has developed between these market research practices, the design of outdoor advertisements and the visual reception of the advertisements by people in these spaces. The first section of the chapter examines the literature on mobility and cities, and notes the paucity of analysis on contemporary outdoor advertising.
Central to practitioner’s understandings is the role of calculation. But space is not just where commercial calculation happens (the space of the organisation; the space of urban centres of the advertising industry) or the product of their marketing activities. It constitutes a productive nexus of energy–time–space, similar to Lefebvre’s formation: ‘though a product to be used, to be consumed, [social space] is also a means of production; networks of exchange and flows of raw materials and energy fashion space and are determined by it’ (1991: 85, emphasis in the original).
For instance the trade body, The Institute of Practitioners in Advertising (IPA), has recently attempted to produce a common currency of research data and consumer classifications, or ‘single source survey and multi-channel planning system’, called ‘Touchpoints’ based on a survey of 5,000 adults in the UK. The subjects were given PDA (Personal Digital Assistant) diaries for 7 days to record their daily practices including a focus on lifestyle, media consumption, travel patterns and time spent outdoors.