Perception of outdoorr advertising by generation Z: Aesthetics. Informational value and the impact of visual smog.

Perception of outdoorr advertising by generation Z: Aesthetics. Informational value and the impact of visual smog.

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This paper explores how Generation Z perceives outdoor advertising, emphasizing its aesthetic qualities, informational value, and its role in contributing to visual smog. A structured questionnaire based on seven research questions was administered to university students aged 18 to 26. The analysis identifies which types of outdoor advertising are most frequently noticed and examines the impact of graphic and aesthetic quality on the acceptability of these advertisements. It also investigates whether respondents view outdoor ads primarily as informative tools or as sources of visual clutter. Furthermore, the study assesses how the aesthetic quality influences perceptions of visual smog and evaluates respondents’ willingness to limit purchases from companies that contribute to this form of environmental pollution. The results reveal clear preferences for certain advertising formats and highlight a complex interplay between perceived informational value and visual intrusiveness. Specific advertising media that are most commonly associated with negative environmental aesthetics are identified. These findings provide important insights for advertisers, urban planners, and policymakers aiming to balance effective advertising strategies with the maintenance of visual quality in public spaces, ultimately contributing to more sustainable and aesthetically pleasing urban environments. This research encourages further studies to explore long-term impacts of visual smog on consumer well-being and urban aesthetics. The importance of public awareness and education about the consequences of excessive outdoor advertising is also emphasized.

This paper explores how Generation Z perceives outdoor advertising, emphasizing its aesthetic qualities, informational value, and its role in contributing to visual smog. A structured questionnaire based on seven research questions was administered to university students aged 18 to 26. The analysis identifies which types of outdoor advertising are most frequently noticed and examines the impact of graphic and aesthetic quality on the acceptability of these advertisements. It also investigates whether respondents view outdoor ads primarily as informative tools or as sources of visual clutter. Furthermore, the study assesses how the aesthetic quality influences perceptions of visual smog and evaluates respondents’ willingness to limit purchases from companies that contribute to this form of environmental pollution. The results reveal clear preferences for certain advertising formats and highlight a complex interplay between perceived informational value and visual intrusiveness. Specific advertising media that are most commonly associated with negative environmental aesthetics are identified. These findings provide important insights for advertisers, urban planners, and policymakers aiming to balance effective advertising strategies with the maintenance of visual quality in public spaces, ultimately contributing to more sustainable and aesthetically pleasing urban environments. This research encourages further studies to explore long-term impacts of visual smog on consumer well-being and urban aesthetics. The importance of public awareness and education about the consequences of excessive outdoor advertising is also emphasized.

Advertising Aesthetic; Advertising Sustainbility; Generation Z; Outdoor Advertising; Shopping Behaviour; Visual Smog

Advertising Aesthetic; Advertising Sustainbility; Generation Z; Outdoor Advertising; Shopping Behaviour; Visual Smog

KAŇOVSKÁ, L.; ŠNAJDROVÁ, A.; BUMBEROVÁ, V.

2026

29.12.2025

Faculty of Mass Media Communication University of Ss. Cyril and Methodius in Trnava

Trnava, Slovensko

978-80-572-0555-5

MARKETING IDENTITY THE POWER(S) OF COMMUNICATION

347

360

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https://mmidentity.fmk.sk/wp-content/uploads/2025/12/MMI_2025_eng.pdf