Outdoor advertising in urban landscape: recent studies

Abstract

To identify the relationships that emerge from the use of outdoor advertising in the urban landscape, to involve the state of the art of research on the subject and cover the topic of regulatory guidelines of outdoor media in the urban landscape, an integrative literature review - RIL from scientific articles indexed in the Scopus, Web of Science – WOS and EBSCO databases was carried on and presented in this paper. The search in the three databases retrieved 463 documents, from which the classification was performed, considering inclusion and exclusion criteria, left 16 articles for full content extraction. As a result, the frequency with which the subjects appeared in the papers allowed the systematization of the content addressed in 4 main themes, described below: 1) The outdoor media as a generator of environmental pollution, in particular its contribution to urban visual pollution; 2) Methods for planning and managing outdoor media in the landscape: survey and cataloguing; 3) Guidelines and regulations for outdoor media exposure in the urban landscape; and 4) a new look at outdoor advertising, in the latter case, with a look at sustainability.