Russian Projection Advertising: Ergonomics and Design Trends (2012-2024)

This article examines trends in developing and using projection advertising in the Russian Federation from 2012 to 2024. The empirical base of the study includes 43 advertising campaigns (video and photo images) that utilize projection technology. The paper examines the technological and ergonomic aspects of projection advertising development, including the specifics of the technology and modern equipment. The focus is on identifying key trends such as distributing projection advertising across different market sectors, using various types of mapping (architectural, interior, landscape, window displays, vehicles, and small objects), and various projection surfaces. The paper analyses the objects of projection advertising, which can include brands, specific products or services, and events; identifies distinctive features of the domestic projection advertising market and trends in projection advertising design development.