Visual communication in urban advertising: balancing technology, culture, and regulation

Abstract

Modern megacities have transformed into complex information eco- systems where visual communication plays a key role in shaping public consciousness. This article examines the evolution of outdoor advertising (Out-of-Home, OOH) as a significant element of urban semiotics, analyzing its technological transformations and impact on the perception of urban environments. Special attention is given to the challenges of integrating advertising structures into historic districts, including visual dissonance and conflicts with architectural heritage. Innovative technologies (AR, VR, neu- ral networks, computer vision) that enhance the effectiveness of advertis- ing communications are explored, along with cultural differences in OOH perception across countries. Using Russian cities (Moscow, Kazan, Sochi) as case studies, the article highlights various regulatory models for outdoor advertising that balance commercial interests with preserving the unique character of urban spaces. The conclusion outlines principles for success- ful urban advertising of the future: contextual relevance, technological inte- gration, personalization, sustainability, and measurability.