Sustainable Outdoor Advertising: A Professional Point of View from Spain

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Title: Sustainable Outdoor Advertising: A Professional Point of View from Spain
Authors: Breva-Franch, Eva | Olivares-Delgado, Fernando | Benlloch Osuna, María Teresa
Research Group/s: Grupo de Investigación de la Marca Corporativa (UA.BRANDSCIENCE)
Center, Department or Service: Universidad de Alicante. Departamento de Comunicación y Psicología Social
Keywords: City | Environment | Exclusive outdoor advertising firms | Inclusion | Management | Outdoor advertising | Sustainability
Issue Date: 23-Apr-2023
Publisher: University of Ss. Cyril and Methodius in Trnava. Faculty of Mass Media Communication
Citation: Communication Today. 2023, 14(1): 100-115.
Abstract: 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.
ISSN: 1338-130X (Print) | 2730-051X (Online)
DOI: 10.34135/communicationtoday.2023.Vol.14.No.1.7
Language: eng
Type: info:eu-repo/semantics/article
Rights: © Communication Today
Peer Review: si
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Appears in Collections:INV - UA.BRANDSCIENCE - Artículos de Revistas

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