可持续户外广告:来自西班牙的专业观点

IF 0.8 Q3 COMMUNICATION

Communication Today Pub Date : 2023-04-23 DOI:10.34135/communicationtoday.2023.vol.14.no.1.7

Eva Breva-Franch, Fernando Olivares-Delgado, M. T. Benlloch-Osuna

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引用次数: 0

摘要

城市是无法想象没有户外广告的，而户外广告，有时也被称为户外广告，是无法想象没有城市的。然而，由于今天不可避免地需要考虑可持续性，这种关系正在演变。越来越清楚的是，我们的地球是有限的，我们必须为我们的现在和未来带来希望。可持续发展包括三个方面:社会、经济和环境。在本文中，我们以可持续性与城市和户外广告的关系为出发点。咨询的研究证实，户外广告公司必须努力实现这种可持续性，以改善他们与市民的关系，通过努力也包括产生来自城市户外活动的所有参与者的倡议。在这项研究中，我们收集了关于这个问题的最新技术，我们还分析了将可持续性融入户外广告活动的代理之一，独家户外广告公司的意见。我们调查了他们对可持续发展的理解，并分析了他们的战略是否以与城市及其公民的意义和重要性相同的方式发展。

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Sustainable Outdoor Advertising: A Professional Point of View from Spain

Cities are unimaginable without outdoor advertising, and outdoor advertising, sometimes known as out-of-home advertising, is unimaginable without cities. However, this relationship is evolving due to the inevitable need today to take sustainability into account. As is becoming clearer every day, our planet is finite and it is up to us to bring hope to our present and our future. Sustainability consists of three aspects: social, economic and environmental. In this article, we take as its starting point the meaning of sustainability in relation to the city and outdoor advertising. The studies consulted confirm that outdoor advertising companies must work towards this sustainability to improve their relations with citizens, through an effort that also involves generating initiatives that come from all the actors involved in the outdoor activities at cities. In this research, we have collected the state of art about this question, and we also have analysed the opinion of one of the agents involved in integrating sustainability into the outdoor advertising activity, the exclusive outdoor advertising firms. We have investigated what they understand by sustainability and analysed whether their strategies are evolving in the same way as the meaning and significance of this term for the city and its citizens.

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来源期刊

Communication Today COMMUNICATION-

CiteScore

1.40

自引率

9.10%

发文量

期刊介绍： Communication Today is an academic journal from the scholarly fields of media studies and marketing communication. The Journal contains professional scientific reflections on the media and media competences; it also offers various academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing (including their types and specifics), psychology and sociology of marketing communication, as well as new knowledge on the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion. Communication Today is a double-blind peer reviewed academic journal published twice a year. It focuses on theoretical studies, theoretical and empirical studies, research results and their implementation into practice, as well as on essays, interviews with media scholars, professional publication reviews and shorter news articles. Basic sections of the Journal are as follows: Editorial, Theoretical Studies, Research Studies, Reviews and Today, which consists of shorter news articles. The Journal’s Editorial Office also accepts manuscripts of interviews with renowned media scholars and professionals as well as essays. The Journal is registered in the List of Periodical Press at the Ministry of Culture of the Slovak Republic under number EV 3972/10 and its international standard serial number (ISSN) is 1338-130X.