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Advertising Trends: A Comparative Study of the U.S. and Copenhagen

This exploration into advertising practices highlights the significant differences between the United States and Copenhagen. In America, advertising is a colossal money-making industry, characterized by billboards, television commercials, and a prevalence of political advertisements. In contrast, Copenhagen prioritizes environmental protection, with minimal use of billboards and fewer commercial breaks. The city utilizes innovative forms of advertising, such as scaffolding and city electrical boxes, reflecting a strong appreciation for design. This study suggests valuable lessons for both cultures in balancing aesthetics and advertising effectiveness.

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Advertising Trends: A Comparative Study of the U.S. and Copenhagen

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  1. Advertising in Copenhagen By: Elisabeth Duellman & hope horstmann DHA 3196 Design and Society in Copenhagen May Term 2009

  2. Why Advertising? • Huge, money-making field in America • Ads so prevalent in the U.S. wanted to see if it was the same in Denmark

  3. Multiple Differences • Billboards • Television Commercials • Political Advertisements • Ads & Public Transportation • Advertising types used in Copenhagen

  4. Billboards • Virtually NO billboards in Denmark • Danes would rather protect environment • Americans use billboards at every opportunity

  5. Commercials • Very few commercial breaks • Not as important to Danish culture as American culture, i.e. SuperBowl ads • Not as much television watching

  6. Political Advertisements • American Presidential Election 2008 vs. Denmark’s EU Parliment Election 2009

  7. See the difference?

  8. Ads & Public Transportation • Where most ads in Copenhagen are placed • More people in CPH using public transport than in America; 168 million people/year • Although most ads are seen in areas of public transport, it is still not as overwhelming as the U.S.

  9. Copenhagen Advertising • Use of Scaffolding • Widely used • Not permanent and not damaging to buildings • Can be large and attention-grabbing

  10. Copenhagen ads Cont’d • City Electrical Boxes • No restricting laws • Non-damaging • Highly prevalent all over CPH

  11. CPH Ads Cont’d • Standing Advertising Displays • Practical advertising solution • Simple in design yet innovative • Endless placement opportunities

  12. CPh ads cont’d • Other non-traditional Advertising Structures • Fences • Poles • Pay toilets

  13. CPH Design & Advertisements • Extensive appreciation for design in Copenhagen. Reason for so many ad restrictions • Desire to preserve designed environments • Less advertising competition in CPH equals simpler ads, reflecting their love for simple and functional design. Not as much clutter to break through

  14. What we can learn from each other • From Copenhagen, America could learn to appreciate design for what it is, instead of covering everything up to make money • From America, Copenhagen could learn to expand their own advertising, and to push this substantial field to a whole new level

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