Zobenko V. Y., Okhotnikova I. V.

CONFLICT OF CITY ADVERTISING AND ARCHITECTURE IN KHABAROVSK. WAYS OF SOLUTION

This article explores the problem of outdoor advertising as an example of design practice as part of the urban planning system of modern Khabarovsk. The work examined
the main scientific, theoretical, legislative and practical approaches to the formation of the advertising environment, analyzed the most important ways to their determination and identification. The contents of the key concepts for the present work “image of the city”, “image of urban
advertising”, “visual appearance of the urban environment”, “visual design of urban spaces” are
indicated. The features of the formation and development of urban advertising as a local form
that affects the architecture are considered, the main problems and prospects are determined.
Part of the work is completely based on the results of independent qualitative sociological research such as: free-looking in-depth expert interviews and semi-formalized surveys. The data
obtained during the study were the basis for the project proposal, and also helped in solving the
problem - the construction of a new concept of outdoor advertising as part of the urban planning
system of Khabarovsk.

Keywords: architectural urban environment, free-form expert interviews, image of the city, information and advertising environment, outdoor advertising., project proposals, архитектурная городская среда, информационнорекламные среда, наружная реклама, образ города, проектные предложения, экспертное интервью свободного вида