By Anne M. Cronin
Offering a close account of latest open air ads and its dating with city house, this e-book examines what the outside advertisements tells us in regards to the advertisement construction 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 resources for Advertising, Commercial Spaces and the Urban
2 But their commercial impact is arguably disproportionately large in relation to this figure. An advertising practitioner described the standard industry view on this: Basically, if you want to build a brand, posters are the strongest medium. They can be seen everywhere, they’re impactful, they make you look big. People might miss a TV ad, but if they’re driving in [to a city] on the same arterial routes every day, they won’t miss a poster. And you can do it quite cheaply. You can just take six arterial routes and have a poster on each of them and everyone thinks that they’ve seen the biggest brand around.
This loose conceptualisation of spatiality was illustrated in the study time and again. Cities were understood not as fixed arrangements of specific locations but as spaces and times of density − densities of people which could be translated by market research’s classificatory practices into ‘target markets’. The busy urban road, the pedestrian shopping zone, the sides of buildings, buses moving along commuter routes, all figure in the industry’s understandings and mapping techniques but not as cartographically determinate sites in a city.
But the practices I observed suggest something more – an awareness among practitioners that the referentiality of their classifications and calculation to ‘the real world’ is mutable and flexible, and that the commercial energy or vitalism which is performed in these market practices and relationships can be tapped for their benefit. Massey argues that space is ‘a simultaneity of stories-so-far’ (2005: 9), but times and spaces are here folded together with an eye to the future and we also need to understand the product of this folding as a temporal and spatial simultaneity of stories-to-come.
Advertising, Commercial Spaces and the Urban by Anne M. Cronin