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Resumen:
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Sustainable outdoor advertising emerges in the contemporary city as the way to guarantee the survival of commercial communication in urban spaces. This advertising must be environmentally responsible and have a systematic approach that allows its communicative actions to be integrated architectonically, urbanistically and socially in the urban spaces. In this way, the entire advertising system and the companies adhering to it can behave as corporate citizens.
To this end, advertising agents need to focus on reducing the ecological footprint in order to achieve sustainability over the time of their activity. They also need to ensure that their actions develop cultural and symbolic functions in the urban space, which are integrated and adapted to the environment and generate a shared value for the whole society. In this sense, the aim of this research paper is to develop an action model that, when properly implemented, achieves sustainable outdoor advertising in cities. A model that also contemplates the use of the new technologies and their characteristics in order for the outdoor advertising to adapt to the architecture and regional tastes of each city.
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