Advertising banner in the exterior of the historical part of the urban environment: at the junction of art and marketing (Yelets' experience)

The paper is devoted to advertising images (banners) introduced into the historical urban environment. The concept of "banner blindness" is described, an analysis of scientific literature is made, revealing modern approaches to eliminating this problem, as well as the possibilities of increasing the purchasing power of citizens, which directly depends on the attractiveness of the environment. The issues of the influence of the environment on the mental health of a modern person are touched upon, especially in connection with his increasing immersion in virtual space. The article considers banners for the facades of historical architecture of the city of Yelets (Lipetsk region) on the pedestrian Mira Street created in 2022 within the framework of the adopted design code. The choice of a single stylistic solution for the entire studied section of the historical pedestrian street with a preserved ensemble of merchant architecture is substantiated. The method of systemic analysis of sources made it possible to determine the insufficient development of this topic in the scientific community. Using a field survey of a section of Mira Street, as well as a comparative analysis of building facades before and after applying the design code, it was found that banners have a harmonizing potential and can increase the attractiveness of even unrepaired buildings. The author of the article is the developer of the described banners, his practical experience can contribute to further study of remote graphic elements in the architectural environment. In modern documents devoted to the creation of a design code for the urban environment, there are no clear rules for creating banners, perhaps the experience of this study will help to fill some gaps in the regulation. The scientific novelty of this study lies primarily in its reliance on specific material in the environment of a real city, which allows you to clearly trace the success of the project. The preserved complex of merchant and noble architecture of the 19th century in the city of Yelets requires an integrated approach to the design of all remote elements; the surface area of advertising banners affects the appearance of the building façade; modern means allowed to create images adequate to the historical building, without conflicting with the style of historical architecture.

banner, art, design, painting, design-code, Yelets, architecture, advertising, culture, style