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Abstract

Advertisement, with its roots in remote ages, has acquired the full vim and vigour in industrial era, when consumer production is determined by machinery characteristics of production rather than by demand, so it has become necessary to rouse the demand artificially.

And the producer has successfully adjusted advertisement to it.

But everything should have reasonable limits. In Irkutsk they are losing such limits.

The city is depressed and overwhelmed by the tremendous quantity of outdoor advertisement, its clumsy placement and high percentage of marginal performance. Even those who treat advertisement with tolerance and understanding, cannot give clear explanation why, all of a sudden, it was necessary within only 3%5 years to profane the city, to hide architecture of its streets, squares and single monuments of history and culture behind advertisement screens, to cover its outstanding buildings with advertisement and to rob them of individuality.

Many people perceive advertisement as nothing more than obsequious servant for the society, which idealizes consumer instinct.

Outdoor advertisement, while penetrating the city visual environment, bereaves the citizens of their city. When replacing the city by itself, advertisement encroaches on the city's identity. By its definition advertisement is hostile towards the city. Where people comprehend it, they hold it in leash.