By Anne M. Cronin
Delivering a close account of latest outdoors advertisements and its courting with city house, this publication examines what the open air advertisements tells us in regards to the advertisement construction of city area, what practices display approximately modern capitalism, and the way advertisements and billboard buildings interface with areas of the town
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Extra resources for Advertising, Commercial Spaces and the Urban
Simmel argued that analysis had for too long focused on the static configuration of place, for ‘humanity in general only gains the existence that we know through mobility’ (1997: 160). Benjamin (2003: 65), too, proposed that with modernity came ‘the advent of new mobilities, which gave life an altered rhythm’ and ‘new tempo’ which he saw in the urban speed and rhythm of traffic but also in the cycle of fashion and the temporality of news-reporting. Park, Burgess and McKenzie’s (1968 ) classic study, The City, placed mobility at the centre of its understanding of the morphology of the modern metropolis: Transportation and communication, tramways and telephones, newspapers and advertising, steel construction and elevators – all things, in fact, which tend to bring about at once a greater mobility and a greater concentration of the urban populations – are primary factors in the ecological organization of the city.
Movement was not merely incidental to their analysis – it took a central place: ‘the Las Vegas Strip is not a chaotic sprawl but a set of activities whose pattern, as with other cities, depends on the technology of movement and communication and the economic value of land’ (Venturi et al. 1972: 76). The relationship between outdoor advertising, movement and urban space that Venturi et al. explored is far from new. Nineteenth-century English cities were nightly replastered in advertising posters by ‘external paper hangers’, and the streets thronged with ‘sandwich-men’ carrying advertising boards and people distributing handbills (Elliott 1962: Fraser 1981; Nevett 1982; Wischermann and Shore 2000).
In doing so, the industry enacts and exploits an energy–time–space that is made up of knowledges, practices, city space and commercial ideals of ‘target markets’ that are all oriented to the future. It comes to imagine and inhabit commercial futures as they are performed spatially through the vital processes and radical relationality of its own practices. I am not suggesting that there is an ontology of the market (based on a commercial vitalism or other characteristic). 6 To ensure its on-going financial viability, the industry has to be adept at understanding the economic and cultural moment in order to respond to it.
Advertising, Commercial Spaces and the Urban by Anne M. Cronin
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