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Mobility and Market Research : Outdoor Advertising and the Commercial Ontology of the City.

Cronin, Anne M. (2008) Mobility and Market Research : Outdoor Advertising and the Commercial Ontology of the City. Mobilities, 3 (1). pp. 95-115. ISSN 1745-011X

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Abstract

This article explores the centrality of mobility in the practices of the outdoor advertising industry, analysing how commercial conceptualisations of mobility orient the production and sale of advertising space on roadside billboards, panels in pedestrian zones, on buses and taxis, and in train stations. I explore how the industry's market research practices conceive of urban space as mobility, and how understandings of mobility impact upon the design of advertising structures and their textual content. I conceptualise as a retroduction the relationship between market research practices, the aesthetics of advertising design and the visual engagement of people with advertisements. This is a performative relationship that produces a commercial ontology of the city. These retroductive relationships do not merely reproduce the hegemony of an urban commodity culture; they open up alternative ways of knowing the city.

Item Type: Article
Journal or Publication Title: Mobilities
Uncontrolled Keywords: city ; market research ; commercial ontology ; commercial aesthetics of mobility
Subjects: H Social Sciences > HM Sociology
Departments: Faculty of Arts & Social Sciences > Sociology
ID Code: 26700
Deposited By: Dr Anne Cronin
Deposited On: 30 Jun 2009 09:21
Refereed?: Yes
Published?: Published
Last Modified: 26 Jul 2012 16:35
Identification Number:
URI: http://eprints.lancs.ac.uk/id/eprint/26700

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