Search Results (38)

In addition to architecture and infrastructure, urban outdoor advertising also shapes urban visual identity, serving as a prominent carrier of public information and visual stimuli. However, excessive or poorly designed advertisements disrupt the cityscape and contribute to visual pollution and cognitive overload. Leveraging computer-based eye tracking, this study examines the visual and cognitive effects of outdoor advertising designs within urban contexts. Key eye-tracking metrics, including total fixation duration, fixation count, time to first fixation, and first fixation duration, are measured to analyze the influence of various variables on visual attention and user experience, such as color contrast, text complexity, information hierarchy, and spatial layout. The findings reveal that high-contrast, text-heavy designs hinder visual flow and increase mental effort, while visually balanced layouts improve legibility and reduce cognitive burden. These results offer actionable insights for optimizing urban visual identity and enhancing the clarity, comfort, and coherence of outdoor advertising. By integrating perceptual data into urban design strategies, this research provides a data-driven approach to smarter, more human-centered advertising management and urban aesthetic governance. Full article

In the evolving landscape of fandom economics, fan-driven crowdfunding has emerged as a powerful force, transforming audiences from passive consumers into active participants in celebrity branding. This study examines the roles of trust, loyalty, and perceived value in shaping crowdfunding participation within Chinese Weibo K-pop communities, where fans collectively finance large-scale public advertisements for their idols. Using structural equation modeling (SEM) on survey data from 260 participants, our findings reveal that trust and loyalty within fan communities significantly enhance engagement in crowdfunding activities, reinforcing perceived idol value and financial commitment to promotional campaigns. These insights position fan crowdfunding as a key driver of digital-era consumer culture, illustrating its impact on idol branding, online community dynamics, and the monetization of fandom engagement. By bridging fandom studies, digital marketing, and behavioral economics, this research provides theoretical advancements and practical strategies for entertainment agencies and celebrity managers seeking to harness the economic power of fan-driven marketing. As fandoms continue to reshape traditional advertising models, understanding the mechanisms behind community-based crowdfunding offers new avenues for brand engagement, audience monetization, and sustainable fan participation in the global entertainment industry. Full article

Urban visual pollution, mainly driven by outdoor advertisements, is becoming increasingly prevalent in built environments. While urban visual pollution and outdoor advertising have been thoroughly examined in the Global North, less is known about these issues in the Global South. Therefore, this study examines the prevalence and impact of outdoor advertising in Addis Ababa, Ethiopia, focusing on both its forms and the perceptions of residents and commuters. The study employed key informant interviews, field observations, and surveys. The results show a significant increase in outdoor advertisements with 78% of respondents noting a recent rise and 62% feeling overwhelmed by their abundance. Additionally, the study reveals the negative effects of outdoor advertisements on urban aesthetics, as 82% of respondents believe these advertisements diminish the visual appeal of the city. The study underscores the perception of visual pollution, particularly in densely populated areas, where advertising clutter compromises the urban environment. Key contributing factors include a lack of regulation, poorly placed outdoor advertisements, inconsistent design, excessive size and brightness, and overcrowding. This study suggests the need for improved regulatory frameworks and community engagement in outdoor advertising to enhance the visual quality of urban spaces in developing countries like Ethiopia. Full article

With the aim to characterise the situation of the subsector, 25 poultry farms of the endangered native Utrerana chicken egg-laying-oriented breed (Gallus gallus Linnaeus, 1758) were surveyed in Andalusia (southern Spain) from 2021 to 2023 to investigate the structure of the farms, number of birds, health status, feeding management, and marketing of their products. It was found that the pace of foundation of Utrerana chicken farms accelerated from 2009, and most of the farms were concentrated in the province of Seville. Only 40% of the farms were legally registered. This breed is raised on small farms mainly dedicated to self-supply and raising birds for conformation and their aesthetic values, with limited marketing of eggs and meat, with facilities consisting often of one poultry house and one outdoor enclosure, and with a low number of laying hens per farm (53.5 on average). Current productivity is low, with an average of 139 eggs per hen per year, but hens have a long reproductive lifespan, averaging 4 years. The Partridge variety of the breed was the most common, followed by the Black-barred and Black varieties, while the White variety was very scarce, with only 31 specimens in total. Two-thirds of the farmers also raised other breeds of chickens, in addition to the Utrerana. The management and production system was free-range or backyard, with a certain proximity to the requirements of European Union-certified organic production with regard to stocking densities and generally with a good sanitary status, respect for welfare, and implementation of biosecurity measures on the farms. The feeding of the chickens was based on grazing in outdoor enclosures and on the provision of grains and compound feed, with 40.0% of farmers using commercial compound feed and half preparing feed themselves. Two-thirds of the farmers were affiliated with the National Association of Utrerana Chicken Breeders (“Asociación Nacional de Criadores de Gallinas Utreranas”, ANCGU, in Spanish); almost half of them took part with their birds in fairs and conformation shows, such as the Utrerana Chicken Fair held in Utrera (province of Seville) and more than a quarter of them have sold live birds of the breed at these fairs. The farmers carry out few promotional and advertising activities for their farms and products, predominantly by using social networks, and the market area reached is mainly local. In conclusion, this research has shown that the current alternative production system for Utrerana chicken is similar to that of the hens that originated the breed and consists of a few amateur farms, with a small number of birds, distributed mainly throughout the Andalusian countryside. It has been highlighted that there is a need for the livestock authorities to implement programmes for supporting farmers and promoting the breeding of this endangered avian breed, native to the Spanish zoogenetic heritage. Full article

In the context of rapid urbanization in third-world countries, many cities adopt high-density development, effectively using land but limiting open space, especially for children, impacting their spatial rights. This study focused on the Dongcheng and Xicheng districts of Beijing. It employed methods such as variance inflation factor, multiple linear regression, spatial autocorrelation, and spatial econometric models to investigate the impact of various configuration factors on children’s satisfaction with outdoor activity space. The study also revealed the spillover effects of outdoor activity space configuration for children in high-density urban environments. The results showed that (1) children’s satisfaction was significantly influenced by the configuration elements. The variables that had the most significant impact on satisfaction were the number of outdoor spaces, facilities’ amusement, advertisements, and service management levels. (2) Using spatial econometric models, we determined that spatial dependency significantly enhances the model’s explanatory power. The quantity of outdoor space had the greatest effect on children’s outdoor activity space satisfaction, followed by facilities’ amusement and advertisement impact, and service management had the least impact, though all categories positively affected satisfaction. This study held significant value and importance in improving the rights of children in mega-cities in developing countries and promoting the physical and mental well-being of children. Full article

Rapid urbanization has introduced new pollution challenges, with visual pollution becoming particularly prominent. This type of pollution affects both the visual environment and public psychology, impairing aesthetic appreciation. Visual pollution extends beyond outdoor advertising, manifesting in various forms across urban, roadway, and natural areas. Although many studies have identified and analyzed visual pollution, there is still a lack of comprehensive knowledge and awareness of this problem. Until now, visual pollution has never been a unified and complete concept, definition, and research methodology. To address this gap, our systematic literature review examined existing literature to further explore and understand visual pollution. We systematically reviewed research articles published between 2008 and 2023, utilizing three journal databases: Web of Science, Scopus, and Google Scholar. Ultimately, 52 articles met the review criteria. The results of the study showed the types and characteristics of visual pollutants, the locations where visual pollution occurs, the various factors contributing to visual pollution, and the methodologies employed to study visual pollution. This study enhances professionals’ comprehension of visual pollution and its effects on the visual environment, equipping them to implement effective measures to reduce its impact and preserve visual quality in both urban and natural areas. Full article

Despite advancements in digital technology, outdoor advertising remains a robust communication tool with broad audience appeal. However, heightened environmental awareness necessitates proactive measures within the industry. This study examines the environmental impact of banners and proposes sustainable strategies. Market analysis underscores the widespread use of banners despite alternative advertising methods, prompting an investigation into their environmental implications and mitigation solutions. The research specifically focuses on prolonging banner lifespan and campaign duration through innovative recycling approaches aligned with circular economy principles. A comprehensive literature review informs these models and strategies, identifying opportunities for sustainable banner management. A case study approach is employed to present the transformation of banners into functional raincoats using Gemini X20 Pattern Designer software. The study emphasizes the optimization of resources and adherence to copyright regulations. This practical example demonstrates the feasibility and benefits of recycling in outdoor advertising. Collaborations with tailoring workshops facilitate community engagement and contribute to economic benefits. The implementation of these practices by companies serves to enhance their sustainability credentials and leadership in environmental responsibility within the outdoor advertising sector. In conclusion, this study provides valuable insights into sustainable practices that mitigate environmental impacts while fostering economic and social benefits. Full article

Nationwide, there is an annual increase in the number of patients in German emergency departments resulting in a growing workload for the entire emergency department staff. Several studies have investigated the situation in emergency departments, most of which were interdisciplinary, but there are no data on a solely traumatological patient population. The present study therefore aims to investigate the situation in a university-based trauma surgery emergency department. A total of 8582 traumatological patients attending a university hospital from 1 January 2019 to 31 December 2019 were studied. Various variables, such as reason for presentation, time of accident, diagnosis, and diagnostic as well as therapeutic measures performed were analyzed from the admission records created. The mean age was 36.2 years, 60.1% were male, 63.3% presented on their own to the emergency department, and 41.2% presented during regular working hours between 8:00 a.m. and 6:00 p.m., Monday through Friday. The most common reason for presentation was outdoor falls at 17.4%, and 63.3% presented to the emergency department within the first 12 h after the sustained trauma. The most common diagnosis was bruise (27.6%), and 14.2% of patients were admitted as inpatients. Many of the emergency room patients suffered no relevant trauma sequelae. In order to reduce the number of patients in emergency rooms in the future, existing institutions in the outpatient emergency sector must be further expanded and effectively advertised to the public. In this way, the emergency medical resources of clinics, including staff, can be relieved to provide the best possible care for actual emergency patients. Full article

We examined if areas around schools with more students of lower socioeconomic status (SES) have more total food/beverage advertisements and/or more advertisements with poorer nutritional content as compared to areas around schools with fewer students with lower SES. All outdoor food/beverage advertisements within a half-mile radius of 47 middle and high schools in the United States were objectively documented in 2012 and coded for nutritional content. The total number of advertisements and the macronutrient and micronutrient contents (total calories, fat (g), protein (g), carbohydrate (g), sugar (g), and sodium (mg)) of food and beverage items depicted in the advertisements were calculated. In total, 9132 unique advertisements were recorded, with 3153 ads displaying food and beverages that could be coded for nutrient content. Schools located in areas of lower SES (≥60% students receiving free/reduced-price lunch) had significantly more advertisements displaying food and beverages that could be coded for nutrient content (z = 2.01, p = 0.04), as well as advertisements that contained more sodium (z = 2.20, p = 0.03), as compared to schools located in areas of higher SES. There were no differences in calorie, fat, protein, carbohydrate, or sugar content. Policies to reduce the prevalence of outdoor food and beverage advertising are warranted. Full article

In this article, we present the procedure of preparation of flexible electronic paper with a photosensitive azo dye layer as the key element for changing the orientation of the polarization plane. The main steps of the technology for the fabrication of flexible e-paper are reported. The possible production of Digital Mirror Devices and the roll-to-roll process is discussed. Images on flexible e-paper are demonstrated, including bank card options. The advantages of optically rewritable e-paper technology in comparison with the e-ink usually used for this purpose are highlighted. Potential applications of flexible optically rewritable e-paper include price tags for supermarkets, indoor and outdoor advertisements, smart card labels, etc. Full article

This study aims to investigate the impact of outdoor advertising on consumer behaviour by using eye-tracking analysis while drivers travel specific routes in Žilina, Slovakia. This research combines questionnaire inquiry and A/B testing to assess the conscious and subconscious effects of outdoor advertising on consumer decisions. The findings of this study have important implications for businesses providing outdoor advertising spaces, as well as those using outdoor advertising as a form of advertisement. Additionally, the study provides insights into the role of transportation background and how it influences consumer behaviour in relation to outdoor advertising. Full article

In recent years, the LED walls originally used in outdoor spaces by advertising companies to extend the consumption of images in our daily life have been appropriated by artists and installed in gallery spaces. When viewed nearby or when walking around them, LED walls become in some way dysfunctional: The images fade, points and color distortions appear, and the spectacle of the machine interruputs our habitual viewing patterns. This article focuses on three recent works which disrupt immersive viewing regimes through what I call “hijacking” advanced LED technology. Lucy Raven (Tucson, AZ, USA), Demolition of a Wall (Album 2), 2022. Eija-Liisa Ahtila (Helsinki, Finland), Potentiality for Love, 2018. Marco Fusinato (Sidney, Australia), Desastres, Australian Pavilion, Venice Biennale, 2022. These three artists use the sculptural and spectacular effect of freestanding LED walls to call attention to our habitual capitalist relation to LED technology. Through performative or narrative pieces, these artists deploy poetic and artistic effects to explore the politics of technological immersion in capitalist societies. Full article

Advertising can influence and change consumers’ attitudes, habits, and behaviour and can therefore be a way to promote sustainable mobility and multimodality in urban transport systems. This paper focuses on the following questions: what is the impact of advertising on consumer behaviour in the context of sustainable mobility and multimodal decision making in urban transport systems? This paper assesses the impact of advertising on consumer behaviour in the context of the scientific literature, and discusses the methods and effectiveness of advertising in promoting sustainable mobility and multimodality in urban transport systems. Thus, this study examines the role of advertising and its impact on consumer behaviour, and provides a framework for the use of advertising to promote sustainable mobility and multimodality in urban transport systems. The study involved 396 inhabitants of major Lithuanian cities. Analytical descriptive, quantitative, and statistical research methods were applied. A quantitative research strategy was used to better understand the expression of advertising and its impact on the development of sustainable mobility and multimodality in urban transport. The results show that advertisements promoting sustainable mobility do not have a significant impact and only a small proportion of respondents associate advertisements with the development of sustainable mobility and multimodality in urban transport. This provides an opportunity to improve the information system of advertisements by exploiting the originality, text, content, and idea of the advertisement, which the study found to be one of the most influential factors in changing consumers’ attitudes and encouraging them to make travel decisions based on the principles of sustainable mobility and multimodality. In addition, television, the internet (including e-mail advertising), radio, and outdoor billboards can be among the most effective means of providing information in anticipation of the development of sustainable mobility and multimodality in urban transport. The results of the study will therefore have long-term value for the scientific debate on the impact of advertising on the promotion of sustainable mobility and multimodality in urban transport, and a practical relevance for providing guidelines for the development of sustainable mobility and multimodality in urban transport in the information advertising system. Full article

Visual comfort has a critical effect that significantly influences public appreciation of urban environments. Although colour is an integral part of billboard design, little empirical evidence exists to support some of the popularly held ideas about the effects of colour on task performance and human psychological wellbeing. Thus, attempting to set a threshold level of allowed undesirable visual stimuli in each urban setting is considered to be essential in achieving a satisfactory level of visual quality. Therefore, this research investigates the effects of colour content of outdoor advertisement billboards on the appreciation of urban scenes by the public. This research utilises pictorial survey, R.G.B bivariate histogram technique, and an areal cumulative analysis of a group of collected pictures within one of Kuala Lumpur’s high streets. Results of the pictorial survey are cross analysed against the results of the pictorial RGB content analysis and pictorial outdoor advertisement (OA) cumulative areal analysis to indicated a strong correlation between environmental colour content, OAs’ cumulative area, and visual comfort. The study suggests that the lack of guidelines and regulations of the color content of outdoor billboard advertisement design could potentially be detrimental for the public’s appreciation of urban environments. Future research initiatives are encouraged to develop a visual quality assessment framework that contributes to the image and identity of the city of Kuala Lumpur. Full article

Methods to prevent collisions between people to avoid traffic accidents are receiving significant attention. To measure the position in the non-line-of-sight (NLOS) area, which cannot be directly visually recognized, position-measuring methods use wireless-communication-type GPS and propagation characteristics of radio signals, such as received signal strength indication (RSSI). However, conventional position estimation methods using RSSI require multiple receivers, which decreases the position estimation accuracy, owing to the presence of surrounding buildings. This study proposes a system to solve this challenge using a receiver and position estimation method based on RSSI MAP simulation and particle filter. Moreover, this study utilizes BLE peripheral/central functions capable of advertising as the transmitter/receiver. By using the advertising radio waves, our method provides a framework for estimating the position of unspecified transmitters. The effectiveness of the proposed system is evaluated in this study through simulations and experiments in actual environments. We obtained an error average of the distance to be 1.6 m from the simulations, which shows the precision of the proposed method. In the actual environment, the proposed method showed an error average of the distance to be 3.3 m. Furthermore, we evaluated the accuracy of the proposed method when both the transmitter and receiver are in motion, which can be considered as a moving person in the outdoor NLOS area. The result shows an error of 4.5 m. Consequently, we concluded that the accuracy was comparable when the transmitter is stationary and when it is moving. Compared with conventional path loss, the model can measure distances of 3 m to 10 m, whereas the proposed method can estimate the “position” with the same accuracy in an outdoor environment. In addition, it can be expected to be used as a collision avoidance system that confirms the presence of strangers in the NLOS area. Full article