From simple posters to high-tech digital billboards, advertising has come a long way. This article takes a look at the artistic aspect of outdoor advertising and how creativity captures our attention in cities. In this article, we go on to see how art and advertising blend to create effective public displays that are memorable and engaging.
The renowned psychologist Steuart Henderson Britt aptly put it, “Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.” Indeed. It is impossible to imagine a cityscape in today’s age of increasing consumerism without outdoor advertising. Outdoor advertising is everywhere in our cities. From billboards to banners, these ads catch our eye as we go about our daily lives. But, while they play a crucial role in promoting businesses and products, they pose some irregularities as well. However, we’ll talk about the artistic component of commercials rather than getting into the specifics of what it is and should be in this article.
Murals and wall paintings
The role of art in advertising has become all the more important, mainly due to people’s smaller attention spans. Let’s take a look at some notable examples. Renowned marine artist Wyland created over 100 large-scale “Whaling Walls” in cities around the world, aiming to raise awareness about marine life conservation. Similarly, Absolut Vodka has commissioned several murals in New York City that feature their iconic bottle integrated into imaginative and colourful street art, reflecting the brand’s creativity and modernity. And how can we forget the murals Google has used in several cities to promote different products, such as the Google Pixel phone?
Art in advertising, however, comes with its own set of challenges due to its subjective nature. In the urban landscape, wall paintings can significantly enhance the aesthetic appeal of a city, yet they can also result in defacement if not executed thoughtfully.
Philadelphia’s Mural Arts Programme has created over 3,600 murals that show social messages and cultural heritage. Melbourne’s Hosier Lane is famous for its changing street art, which reflects global styles and social issues. In Rio de Janeiro, the Favela Painting project decorates poor neighbourhoods with bright murals, boosting community pride. On the other hand, cities like Los Angeles and London have problems with illegal billboards and posters, and New York City struggles with unauthorised graffiti, all of which make the city look messy. Many US cities, including Chicago and Detroit, have issues with gang-related graffiti. These gang tags and markings not only damage property but also create a sense of fear and neglect, making it harder to improve and beautify urban areas.
In India, one paint company transformed the walls of several buildings in Mumbai’s Bandra with colourful murals to promote their range of paints. Similarly, another famous paint company commissioned artists to create murals across Kolkata, showcasing vibrant designs that reflect the local culture and heritage. These murals serve both as aesthetic appeal and creativity in advertisements for the brand and as cultural landmarks. On the same line, one food delivery giant used wall paintings in Bangalore to advertise their services, incorporating humorous and relatable content that resonates with the local audience.
Evolution
The evolution of outdoor advertising is also quite interesting. It started in ancient Egypt and grew with lithography in the 1790s. The first rented billboard appeared in 1867, and by the 1900s, standardised sizes allowed national campaigns. The 1920s saw the first public outdoor advertising company. Digital out-of-home ads began in the early 2000s, becoming popular by 2010, with interactive features enhancing engagement. The information is based on an article written by “The Operators,” London-based integrated creative solutions specialists, that appeared on Medium.com.
India’s journey
In India, outdoor advertising has grown from hand-painted billboards to a sophisticated industry. It includes digital billboards, transit ads on buses and trains, and ads in malls and airports. These locations offer high visibility and targeted reach, making outdoor advertising a key part of marketing strategies.
Known for its creative and entertaining ads, Amul’s billboards feature the iconic ‘Amul girl’ commenting on current events. This campaign connects with the masses in a humorous way. Recently, after Amul milk was available across America, the brand came up with a brilliant ad where the iconic “Amul girl” climbs up holding her milk cup in hand and toasts the drink with the Statue of Liberty. This ad has everything: emotion, is visually pleasing, and catches the attention of the audience.
Similarly, one adhesive brand created memorable ads showing exaggerated situations where objects stayed unbreakable, demonstrating the product’s strength in a humorous way. A fast-food giant used a giant sundial billboard to indicate breakfast menu availability. Whereas the radio station Red FM turned bus shelters into musical hubs where people could interact and create music, generating buzz and increasing brand visibility, and one of India’s biggest food delivery platforms used quirky ads with food-related content and witty commentary, connecting with a younger, tech-savvy audience.
Conclusion
The impact of art in advertising and urban environments is multifaceted. When executed thoughtfully, artistic wall paintings can enrich cityscapes, foster community pride, and even become tourist attractions. However, when art and advertisements are imposed without consideration for the environment or community, they can deface city walls and detract from the urban aesthetic. Advertisers and artists must balance creativity with respect for public spaces to ensure that their work adds value rather than causing visual pollution. The key to successful advertising art lies in understanding and resonating with the audience’s feelings and preferences.
(Case studies are based on a study released by Advertising firm Advantage Marketing Solutions.)
““Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.”
Steuart Henderson Britt is a well-known social psychologist