Movement to `` eliminate advertising screens from public spaces in the city '' has been activated, and demonstration activities to cover up advertisements
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Video ads on screens, such as on city walls and public transport stops, are now ubiquitous throughout the world. In France, there is a growing public movement to remove these street advertising screens, and The Guardian summarizes anti-advertising activities, such as obscuring street advertising by protesters.
'Advertising breaks your spirit': the French cities trying to ban public adverts | Cities | The Guardian
https://www.theguardian.com/cities/2019/dec/23/advertising-breaks-your-spirit-the-french-cities-trying-to-ban-public-adverts
In Lille , a city in northern France, advertising screens line the streets like other cities, and advertisements for marine products and Scotch whiskeys that switch every few seconds are attracting the attention of as many pedestrians as possible. A nurse man living in such a reel recently walked around the city with a large amount of white paper and is conducting a demonstration activity to cover up the advertising screen.
'I've been treating sick patients in the emergency room for 11 years, and this activity is for treating social illness,' said the man. The man talks to other protesters and puts white paper on the advertising screen. 'How can people feel happy if they are always presented with something they don't have when walking down the street? Ads destroy human souls and what they really need I don't understand. '
by Quentin Saison / The Guardian
Advertising culture came into France after the United Kingdom and the United States, and newspapers from the 1930s referred to advertising as 'lief schools.' On the other hand, France is home to some of the world's leading advertising companies in recent years, and advertising is no longer familiar to the French people. Nevertheless, The Guardian points out that French criticism of advertising has persisted, and that France has had the world's most organized anti-advertising movement for decades.
The tide of high tech is now flooding the advertising industry, with giant advertising screens installed everywhere outside of homes, including train platforms, shopping centers, prominent places in the city, and public transportation waiting rooms. In recent years, the IT industry in the advertising industry has been progressing, and information about people walking in front of the advertising screen is instantly collected, and more sophisticated advertising methods are used, such as displaying optimized advertisements on the screen. It has become.
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Mediatransports, an advertising agency that actually has 1,250 ad screens at a French train station and 700 at a Paris subway, claims that digital advertising is a great advertising method to reach commuters. 'Screen ads generate more revenue than paper ads because they can quickly adapt to time and weather conditions and change messages,' Mediatransports emphasized.
On the other hand, French people are showing great discomfort with advertising around the city, and parliament is discussing the regulation of advertising around the city. For example, France's left-wing political party, La France Insoumise, in disobedience in November 2019, sent a parliamentary amendment in November 2019 stating that it `` prohibits the installation of advertising screens above toilet urinals. '' Submission. François Ruffin, a disobedient French member, said that since 2015 alone, more than 1200 urinals in 25 cities in France have installed advertising screens and toilets have been 'colonized.' 'It's scary to be visually' attacked 'by ads from Uber, books, banks, IT companies, etc. during the little peace of time in the bathroom.'
by Kecko
Lille is already regulating street advertising, and legislation has been put in place that prevents commercial video ads from being placed on public goods on the sidewalks. However, this law is only valid for public property and does not apply inside public transport or in train stations. Therefore, even if public transportation covering the Lille metropolitan area decided to significantly increase the number of advertising screens installed in the bus shelter, Congress could not legally stop the decision. thing.
In addition, in Lille, the windows of stores lining the city are considered private spaces, and even if you can look through the windows, you can install advertising screens inside the store. As a result, there is a situation in which advertising screens are installed facing the street in windows of all stores, from beauty salons to electronics retailers.
'This decision is crazy. Nobody said that someone was naked inside a window facing the street and said,' That person is at home, 'said anti-advertising IT teacher Fabien Delecroix. I'm not technically naked, 'he said.' 'Advertising screens in public transit are invasive and distracting, and consume more energy. Drivers are distracted and children are more likely than ever before,' said Jacques Richir , Deputy Mayor of Lille. You will be hooked on the video. '
Grenoble , in southeastern France, has become the first city in Europe to completely ban outdoor advertising in 2017 under the policy of Éric Piolle , mayor since 2014.
Europe's First Ad-Free City Replaced Billboards With Trees-Good News Network
Although there are still advertising screens at bus and tram stops, most of the more than 300 outdoor advertisements have been replaced with bulletin boards that post street trees and city announcements. By not renewing the outdoor advertising contract, the city lost $ 640,000 (about 70 million yen) in revenue so far, but `` public spaces are places where people meet, advertising Decreasing the aggression of is beneficial to everyone, 'Piolle claims.
`` For a very long time, intellectuals in France have linked advertising with disruptive culture, '' said Caroline Marti, a professor of information and communication science at the Sorbonne University , saying that advertising was anti-democratic. He pointed out that the criticisms that existed were persistent in France. 'Because the French pay relatively high taxes, we have a very strong idea that public space is ours,' said Marti.
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