Search academic texts

Information × Registration Number 0225U000081, (0123U101318) , R & D reports Title Visual- information environment of the modern city popup.stage_title Заходи щодо коригування візуального бренду міст, що потерпають від рекламних інтервенцій. Head Averbakh Mykhailo Ya., Кандидат архітектури Registration Date 04-01-2025 Organization O.M. Beketov national university of urban economy in Kharkiv popup.description1 Research of the city visual image transformations popup.description2 The object of the study is the visual space of a modern city. The purpose of the work is to actualize the issue of cluttering the visual image of a modern city with advertising and informational messages. Research methods. An analytical review of scientific works and studies devoted to the issues of the city visual image pollution with advertising and informational as well as other means of authorized and unauthorized interventions has been conducted. The influence of various visual forms on the perception of the urban space of Kharkiv is analyzed. The analysis of the Kharkiv underground stations has been carried out by comparing the consumers’ perception of two images –with and without advertising. The research provides a developed palette of various forms of outdoor advertising in the urban environment. The characteristics of such an active form of visual intervention as graffiti are revealed. Contrary characteristics of graffiti influence on the city perception are discovered, graffiti is considered as an art form and as vandalism. The influence of context on the assessment of the aesthetic qualities of graffiti is analyzed. The features of the visual image of Kharkiv before the full-scale russian aggression are analyzed. Certain aspects and types of artistic, political and commercial activities as well as their influence on the formation of the overall visual image of Kharkiv are considered. Outdoor advertising, including political, street art, branding of Kharkiv metro stations are mong them. The report on the research work contains: an introduction, two main sections (Outdoor advertising in the architectural environment of the city. Conflict and interaction; Analysis of the visual image of pre-war Kharkiv), conclusions, a list of references. Product Description popup.authors Averbakh Mykhailo Ya. Demydiuk Oksana B. Kornilova Liudmyla V. popup.nrat_date 2025-01-04 Close