A Scaling Down of
Outdoor Advertising

Photo Essay By Monica Chwalisz
SOCY 430

It is no secret that advertising has become an ubiquitous feature of modern, capitalist society. It's pervasive nature dominates most areas of social life, as it would likely require an active attempt to go one day without being told what to wear, eat, drink etc. This is exemplified in the contemporary branding of city architecture, as companies are incorporating big, flashy advertisements into public, urbanized spheres. However, it is evident that some companies are now utilizing a different approach in order to achieve a more seamless fusion of their brand into city terrain. This photo essay will illustrate a scaling down of these advertisements from extravagant spectacles to becoming blended into the landscape. Integrated in such a manner they become a part of the physical terrain, these ads are absorbed into their surroundings to be unconsciously or subconsciously consumed. These images showcase the limitless nature of contemporary commercialization and stimulate questions of what is next to come in the world of advertising.

Times Square in New York City demonstrates the epitome of in-your-face advertising through it's highly visual, colourful, and unavoidable nature.

Employing bright colours and attractive models, this advertisement for Target represents common ingredients evident in conspicuous outdoor marketing.

Coca-Cola takes outdoor, flashy advertising one step further by incorporating an interactive element which enables individuals to see their own face on a big, flashy advertisement.

Encouraging a second glance to fully comprehend the concept, this advertisement for Axe utilizes both flashiness and subtlety through it's large scale and integration of the building's facade.

By modifying the existing structure of an average bus stop, Caribou Coffee converts a mundane location to a cozy environment.

Lego harnesses the power of simplicity to fuse its' advertisements with the surrounding environment, allowing onlookers to imagine a world built of Lego blocks.

This crosswalk advertisement in Switzerland showcases the astute use of ad placement, as when an individual strolls over the fry walkway there is a McDonald's conveniently right in front of them.

Mr. Clean simply utilizes a crosswalk lane to convey it's brand message of cleanliness with no words, bright colours, or attractive models necessary.

By identifying a subway pass-way as a mascara brush, Cover Girl demonstrates that anything can be manipulated to be a marketable commodity with proper placement.

By using a bench for it's advertisement, KitKat links the visual appearance of it's chocolate bar with the company's slogan to foster an environment to relax and enjoy the treat.

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