Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.14/145821
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- Title
- Horizontal billboards : the commercialization of the pavement
- Related
- Annual Conference of the Cultural Studies Association of Australasia (6 - 9 December 2008 : Kalgoorlie, WA)
- Related
- Spoors, Glen; Blaber, Ron and Third, Amanda. Continuum : journal of media and cultural studies : special issue : futures, Vol. 23, Issue 6, p.765-780
- DOI
- 10.1080/10304310903294788
- Publisher
- Routledge
- Date
- 2009
- FoR/RFCD Code(s)
-
190200 Film, Television and Digital Media
200200 Cultural Studies
200100 Communication and Media Studies
- Author/Creator
- Hicks, Megan
- Description
- When companies post advertisements for their products in places that are novel, inventive or borderline illegal, they call it ‘guerrilla marketing’. Urban footpaths have become a site for such tactics with advertisers appropriating the means and methods of pavement artists and stencil graffitists to generate brand awareness. The practice of advertising on the pavement is not new – for as long as streets have been surfaced small businesses and individual vendors have utilized the asphalt to chalk their notices and arrow trails. But in recent years corporations have recognized that new technologies and new media expand the opportunities for pavement advertising to be mediatized and the practice has flourished. In the near future we are likely to see even more advertisements on the ground, many of them authorized and legal as government departments lease spaces on public streets and motorways as horizontal billboards.
- Description
- 16 page(s)
- Subject Keyword
- 190200 Film, Television and Digital Media
- Subject Keyword
- 200200 Cultural Studies
- Subject Keyword
- 200100 Communication and Media Studies
- Resource Type
- conference paper
- Organisation
- Macquarie University. Dept. of Media, Music, and Cultural Studies
- Identifier
- http://hdl.handle.net/1959.14/145821
- Identifier
- ISSN:1030-4312
- Identifier
- mq-rm-2009006015
- Language
- eng
- Reviewed
