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Pallotta V.I., Sichkar T.V. [Outdoor advertising as an element of social and cultural space of a modern city] World of Science. Series: Sociology, Philology, Cultural Studies, 2020, Vol. 11, No. 1. Available at: https://sfk-mn.ru/PDF/05KLSK120.pdf (in Russian).

Outdoor advertising as an element of social and cultural space of a modern city

Pallotta Valentina Ivanovna
Institute of world civilizations, Moscow, Russia
Moscow international university, Moscow, Russia
E-mail: Pallotta@yandex.ru

Sichkar Tatiana Valentinovna
Institute of world civilizations, Moscow, Russia

Abstract. The authors of the article consider outdoor advertising as an element of urban socio-cultural space, in its value-semantic filling, its meaning and place in the material and information environment of the modern city. In the plane of information culture of urban social space against the background of effective use of outdoor advertising as an information resource and means of information communications, the authors single out the manipulativeness of its impact as one of the extreme manifestations. The authors see the problem of expediency as an antipode to the aesthetic function of outdoor advertising carriers in the material culture of urban space. In the value-semantic content of the elements of the urban environment, the problem aspect is the discrepancy between commercial benefits and the moral norms and traditions of society.

Keywords: outdoor advertising; advertising design; visual perception of the urban environment; information environment; manipulation technologies; social advertising

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