مقاله انگلیسی رایگان در مورد ملاحضات زیست محیطی و راه حل های پایدار – MDPI 2024

Abstract

Despite advancements in digital technology, outdoor advertising remains a robust communication tool with broad audience appeal. However, heightened environmental awareness necessitates proactive measures within the industry. This study examines the environmental impact of banners and proposes sustainable strategies. Market analysis underscores the widespread use of banners despite alternative advertising methods, prompting an investigation into their environmental implications and mitigation solutions. The research specifically focuses on prolonging banner lifespan and campaign duration through innovative recycling approaches aligned with circular economy principles. A comprehensive literature review informs these models and strategies, identifying opportunities for sustainable banner management. A case study approach is employed to present the transformation of banners into functional raincoats using Gemini X20 Pattern Designer software. The study emphasizes the optimization of resources and adherence to copyright regulations. This practical example demonstrates the feasibility and benefits of recycling in outdoor advertising. Collaborations with tailoring workshops facilitate community engagement and contribute to economic benefits. The implementation of these practices by companies serves to enhance their sustainability credentials and leadership in environmental responsibility within the outdoor advertising sector. In conclusion, this study provides valuable insights into sustainable practices that mitigate environmental impacts while fostering economic and social benefits.

Introduction

Outdoor advertising, also known as out-of-home advertising, stands as one of the earliest forms of mass communication known to humankind [1]. Despite the rise of online advertising platforms, which have revolutionized traditional advertising methodologies [2,3], outdoor advertising maintains its relevance and efficacy in the modern era. Its enduring value lies in its capacity to engage with a broad audience simultaneously [4]. Many enterprises continue to integrate outdoor advertising into their marketing strategies alongside digital campaigns, recognizing the distinct advantages each medium offers in reaching diverse demographics and fulfilling varied promotional objectives.

However, amidst a growing societal consciousness regarding environmental sustainability, it becomes imperative for the outdoor advertising industry to adopt a proactive approach toward environmental concerns. This article aims to highlight the critical role of environmental considerations in out-of-home advertising and to outline strategies aimed at promoting sustainability within this sector. The research objective is to offer an overview of the current landscape of outdoor advertising, with a specific focus on the environmental impact of banners used in this industry.

The primary aim is to investigate models and strategies that can extend the lifespan of banners while also prolonging the duration of advertising campaigns. This research objective aligns with market research findings [5], which indicate a significant increase in the use of banners for outdoor advertising, despite the availability of several alternative advertising methods. Consequently, the first research question arises: What are the advantages and disadvantages of banners, including their environmental impact, and what viable solutions exist to mitigate their negative effects? This area of study has been relatively underrepresented in academic discourse, as most research in the field has primarily focused on the marketing aspects of advertising campaigns [6,7,8], specifically the effectiveness of outdoor advertising with particular attention to recall and recognition [9]. As a result, there has been limited examination of potential methods and strategies that could be employed to extend the longevity of banners beyond their initial use and integrate them into a closed-loop system [10].

Conclusions

This study has critically examined outdoor advertising, with a specific focus on the environmental impact of banners, proposing strategies to enhance sustainability within the sector. Through an evaluation of both the advantages and disadvantages of banners in outdoor advertising, the research has highlighted environmental concerns such as material waste and pollution associated with their production and disposal. The findings underscore the potential benefits of adopting circular economy models, which emphasize eco-friendly materials and sustainable production practices not only during production but also throughout the post-production lifecycle. This approach aims to minimize waste generation, optimize resource use, and enhance the economic viability of materials beyond their initial use in outdoor advertising campaigns.

The literature review conducted in this study established a comprehensive foundation by scrutinizing existing research on banners in outdoor advertising, encompassing market reports, academic journals, and case studies. It analyzed environmental issues related to banner production and disposal, emphasizing the need for integrated solutions that promote circularity in the use of materials. Synthesizing these findings supports the proposition that sustainable banner management can benefit significantly from upcycling and repurposing strategies. The findings highlight that the role of street advertising companies can be expanded from polluters to advocates for promoting sustainable practices within the industry. By embedding circular economy principles into their operations, these companies mitigate their environmental impact and contribute to local economic development. The research highlights the importance of innovation and responsibility in achieving a more sustainable future for the outdoor advertising sector.