A lecture of the Bydgoszcz Academy of Art.

Just as the process of communication is an inseparable element of human functioning in society, marketing communication is the basis of the market activities in business. Modern forms of reaching customers are strongly associated with the presence of advertising media in the public space. It is the only kind of message that reaches everyone involuntarily. Outdoor advertising not only has got a commercial function, but is also a very important element of social communication. Advertising is the first element of knowing and evaluation of the company, it takes an individual form for each kind of business activity, its task is to indicate the location, as well as to promote the brand, logo and corporate image. It is an integral part of the urban landscape and its functioning should fit well into the urban tissue and positively influence the image of the place. Sustainable spatial development strives to maintain spatial order, i.e. to create a harmonious whole, which will take into account all functional, socio-economic, environmental, cultural, compositional and aesthetic conditions and requirements in orderly relations. Due to insufficient legal regulations, advertising often distorts the cultural and natural values of a given place. An attempt to solve the above problems is made by the Landscape Act, which introduces new tools for the protection of urban space, whose task is to fight against the quantity and quality of advertisements.
Have it succeeded? Will it succeed? – I’d like to invite you to a discussion.

Monika Płuciennik – scientific and didactic assistant and doctoral student in the Department of Spatial Management at the Wrocław University of Environmental and Life Sciences in Wrocław. Her main area of interest is public space. In her doctoral dissertation she builds a concept of a decision-making system supporting space management in the context of placing advertisements. Professionally connected with the commercial real estate market and the real estate investment process.

04.12.2019, 6 p.m.
20 Gdańska St.