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- Title
CIUDAD Y COMUNICACIÓN: Efectos y funciones de las pantallas digitales publicitarias en la Gran Vía madrileña.
- Authors
García Carrizo, Jennifer
- Abstract
The aim of this research is to determinate the different reasons of the rise of digital outdoor advertising in the madrilian Gran Vía through digital screens and analyze the functions and effects on it. It is designed a map where these screens have been located. Thought this map, it is studied the degree of concentration of the screens. In addition, they are classified according to their size, quality, visibility and type of ad networks in which they appear. Furthermore, this research justify how these digital screens arise in search of the revitalization of the area and looking for a continuation of its historic ambition for being adapted to the legendary New Yorker spaces such as Times Square and Broadway. Besides, because of the introduction of these screens, Madrid not only refreshes their spaces, but also they become more dynamic and interactive improving its reputation and generating a city branding more positive where innovation is the main pillar.
- Publication
Revista Prisma Social, 2016, Issue 16, p597
- ISSN
1989-3469
- Publication type
Article