ADVERTISING SIGNS IN THE PROCESSES OF CREATING URBAN SPACE

Abstract

The influence of advertising signs on the creation and transformation of urban space is a multifaceted issue that reflects the intersection of commerce, aesthetics and cultural identity. In modern cities, advertising, whether in the form of billboards, banners, posters, or digital displays, is omnipresent and serves not only to promote products and services but also to shape the visual identity and aesthetic experience of the urban environment.
In some cities, particularly those with rich architectural heritage (Lviv, Kyiv, Odesa), the introduction of largescale advertisements can create tension between preserving historical aesthetics and accommodating contemporary commercial needs. These cities, known for their unique urban character, often see visual advertising as intrusive, especially when placed on or near historical monuments and buildings. This can result in a visual clash, where modern advertisements disrupt the architectural harmony of the space, detracting from its historical value. Advertising in urban spaces also plays a role in forming or altering cultural identity. In many cases, the symbols, language, and imagery used in advertisements reflect broader cultural narratives, values, and identities. For example, an advertisement might utilize local traditions or iconic cultural symbols to create a sense of familiarity, but it might also commodify these cultural elements, leading to debates about authenticity and the commercialization of heritage. The constant exposure to visual advertising affects how residents perceive their environment. In cities with excessive or poorly regulated advertising, this can lead to visual pollution, which diminishes the quality of urban life.
Conversely, well-integrated advertising can enhance the urban space, offering vibrant and dynamic visuals that contribute to a city’s modern identity. This relationship between advertising and urban life is not static; it evolves
with societal trends, economic priorities, and urban planning regulations. Cities are increasingly aware of the need to balance commercial imperatives with preserving cultural and aesthetic values. Some urban areas have introduced strict advertising regulations to maintain visual harmony, while others experiment with creative advertising solutions that blend commercial and artistic expression.
Advertising signs significantly contribute to the processes of creating and transforming urban space, shaping not only the city’s aesthetic but also its cultural code and identity. Effective urban planning must
account for the impact of visual advertising, ensuring that it complements rather than conflicts with the architectural and cultural heritage of the city.