ІNTERVENTION OF ADVERTISING MESSAGES IN THE COMMUNICATIVE FABRIC OF THE CONTEMPORARY CITY AND ITS SOCIETAL DIMENSION

This article presents an analytical exploration of outdoor advertising as a critical element of the symbolic infrastructure of the city, influencing the formation of the communicative landscape within contemporary urban environments. Outdoor advertising is examined as a powerful mechanism for shaping urban experience, structuring spatial identity, and semiotically constructing public space. It affects emotional perception, directs movement, structures space, and visually encodes urban landscapes. Billboards, illuminated panels, lightboxes, and digital screens are analysed as material carriers of the visual semiosphere within which new social meanings are generated. The study conceptualises outdoor advertising as an intervention in the communicative tissue of the city, shaping new regimes of spatial perception. Central to the article is the phenomenon of this intervention: advertising, through its scale, brightness, interactivity, and strategic positioning, influences urban trajectories, constructs cognitive maps of the environment, and generates semiotic clusters that reflect social hierarchies and ideological structures. Within the broader context of cities’ digital transformation, advertising increasingly acquires intelligent features: algorithmic systems adapt visual content in real time based on location, time of day, and audience profiles. This is interpreted as part of the deeper algorithmisation of public space. Outdoor advertising carries complex symbolic weight: it regulates representations of desirable lifestyles, normalises specific consumption models, and reinforces notions of social hierarchies and roles. The visual codes employed in advertising may either foster inclusion and cultural diversity or, conversely, contribute to the symbolic exclusion of particular groups and norms.