Publicidad exterior sosteniblela importancia de las pantallas digitales en la sostenibilidad urbana y en la publicidad exterior

  1. García Carrizo, Jennifer 1
  1. 1 Universidad Rey Juan Carlos
    info

    Universidad Rey Juan Carlos

    Madrid, España

    ROR https://ror.org/01v5cv687

Revista:
Área abierta

ISSN: 1578-8393

Año de publicación: 2023

Título del ejemplar: Monográfico: Pantallas en espacios colectivos: una exploración multidisciplinar

Volumen: 23

Número: 3

Páginas: 185-202

Tipo: Artículo

DOI: 10.5209/ARAB.89009 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Área abierta

Objetivos de desarrollo sostenible

Resumen

This research explores the influence of digital out-of-home advertising (DOOH advertising) on public spaces from multiple angles, including aesthetic, social, symbolic, and environmental perspectives. It proposes a model of sustainable implementation for DOOH advertising based on five pillars: 1) urban integration and adaptation to the context, 2) shared value, 3) long-term sustainability, 4) reduced ecological impact, and 5) cultural and symbolic significance. All of this needs to be addressed in a systemic way and through a perspective of corporate citizenship. In addition, this work analyses the importance of digital out-of-home advertising in urban areas and studies the effects that digital screens have on public space taking into account their aesthetic, social and symbolic function, their capacity to generate an innovative image and their importance in the sustainability of public spaces as a facilitator of citizen engagement and social gatherings.