Features of advertising placement in the historical environment

Abstract

The article is devoted to the study of previously unresolved parts of the general problem of development and placement of outdoor advertising in the historical environment, taking into account the historical and urban zoning. The topic studied by the author concerns the analysis and supplementation of the principles of advertising in the historical environment. The novelty of the article is the author's work and establishing a correspondence between the content of the environment and the content of advertising. The practical results of the implementation of the "Urban Planning Concept of Formation of an Integral Architectural and Spatial Composition and the Rules of Building the Historical Part of Kyiv", which came into force in 2018, are presented. It is noted that today there is an oversaturation of urban space with advertising, which is often placed spontaneously and uncontrollably, without taking into account the peculiarities of the environment. Given the complexity, ambiguity of decisions in the organization of modern advertising and information space of the architectural environment, the organization of such space must take into account a number of factors, including the existing historical state of the territory, external factors influencing the assessment and identification of outdoor advertising. The division of advertising by content into business, social, political and religious is analyzed. It is noted that the historical environment also has its content depending on the character (memorial character, sacred character, neutral character, representative character, perform a public function). Accordingly, when placing advertising, care must be taken to ensure that the content of advertising does not contradict the content of the environment.