Walking down the streets in Moscow Russia you can look to your left and see the Kremlin in the distance and look to your right and see a large billboard advertising Dior Perfume. Around the whole city you can be amazed by the most famous historical buildings and landmarks, but also be among a market that some advertising agencies are trying to hit with their outdoor ads.
Looking at the billboards around the city I was blown away by the size of the building advertisements. In the United States advertisements that size are usually hung as a billboard along side a road, but to see them up close while walking on the streets was an exhilarating experience.
I also took notice of the fact that some advertisements were hung over buildings that were under construction. I began to wonder if these advertisements were just placed there to actually do what they were produced for or to cover up the ugly construction. In my eyes as an advertising student I would not agree the placement of ads this way because it is not a creative way to display a product or event.
Some discussions like one found on the website english.ruvr.ru, the Voice of Russia Radio Broadcast are saying that the Russian city hall are wanting to ban the instillation of new billboard ads until 2012. City hall is concerned with the amount of ads that are being placed around Moscow that are taking away from the historical atmosphere of the city. This may explain that some agencies are on placing ads on buildings under construction because they cannot make new ad placements.
As a tourist who has never been to Moscow, or any historical city outside of the United States, I still was able to experience the historical vibe that the city was originally built for. When I think of large cities in the United States that carry such a deep history like Moscow, I do see a major difference in the ad placements. The most similar instance would be Washington DC in Maryland and thinking about the Capitol Building and the White House. I do not recall seeing banners or ads hanging from historical buildings around the city and from what I remember the ads in the city did not come very close such monuments.
There were a few instances where I was shocked to see advertisements in some areas in Moscow. When we visited the All Russian Expedition Center and the entrance looked to be a Russian landmark structure that had banners hanging on the sides. At first I noticed how beautiful it was but then I saw the banners and also the mini billboards surrounding it.
The most questionable issue was inside the Kremlin there was one banner at the bottom of the building advertising some kind of event.
I think that because Moscow is a city that is growing rapidly advertisers see this as their playground. Moscow is a city that was built for pedestrians and there are infinite opportunities for advertisers. I believe that cities with such a deep historical background should have some kind of guidelines for advertisers to preserve the essences of the city. As a student who is studying advertising I have a completely different outlook on ad placement and when and where is a good time to advertise.
- A short interview from Erika who is a journalism major at the Moscow State University.