Document Type : Research Paper
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Abstract
Based on structural semiotics, this article is an interdisciplinary, comparative and qualitative research on the sign system in different types of sustainable “Urban Advertising” to find appropriate system for expressing the meaning of sustained city in a descriptive-analytical way. Sustainable graphic design indicators follow many targets such as healthy environment, healthy life, higher quality of life and higher political level, and human rights and natural resources. Structural approach in Semiotics in subject involves the meaning structure lies behind the sign systems. From a structural view, the meaning in artwork, as far as carries an expressive system is produced from its sign system defined structure.
Today, as an expressive-aesthetics and a message-oriented medium, “Urban Advertising” is contained by the most important part of environmental graphic design. Meanwhile on the other side, phenomenon of environmental graphics dominates the landscape of modern town. Thus it could be said that today the dominate view of the modern city is made of advertising. Outdoor advertising is a performer medium in public places which unveils different commercial, cultural, social and even political concepts in pictorial signs within the determined aesthetic principles. The main goal here is creating variety and beauty in order to support a communication of meanings in a fast, clear, correct way. Outdoor advertising includes various instrumental as well as structural forms which express different meanings by their meaning system. These meanings could be used to express the meaning of sustained city and sustainable development.
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