Advertising pylon
The term advertising pylon has established itself for free-standing, often column-shaped advertising systems that are mostly mounted outdoors in light and outdoor advertising.
classification
Advertising pylons are legally classified as advertising systems . These are steles up to 5 m high with logos or capital letters or 5 m to 15 m high advertising towers (e.g. made of spun concrete). These are often elevated and often illuminated at night, comparable to illustrated boards (advertising poles).
Users
The automobile and mineral oil industries were pioneers in this trend. The relevant companies today mainly include medium-sized companies (use of steles) and, with regard to the use of high systems, large retail companies such as hardware stores , garden centers , fast food providers, truck stops and comparable facilities that rely on the regional influx of socially diverse customers. In the representative study by FEPE International, 1,000 consumers between 18 and 64 years of age in the largest cities in Germany, Great Britain, Spain, Turkey, Brazil and South Africa were surveyed. Illuminated advertising therefore ranks second in trustworthy advertising behind TV spots with 24%. The recall factor is also very high at 34%.
Materials and finishes
The shape and material of advertising pylons are as varied as the imagination of the manufacturers and their clients. There are simple steles made of wood, acrylic, glass or plastic, as well as high-quality designs in aluminum, stainless steel, brass or copper. An advertising pylon with LED lighting is now the most common version. The advertising panels are either one-piece or in cassette form. A distinction is made between advertising pylons:
- Advertising pylons with convex advertising surfaces
- Advertising pylons with flat advertising space
- Advertising pylons with planar advertising space cropped and deposited
- Advertising pylons with hood technology
Depending on the size of the pylon, the statics are of particular importance. Corresponding calculations are required, which ultimately determine the size of the necessary foundation.
Problem "optical effect"
The size of the advertising systems designed for long-distance effects is often regulated in the land-use planning or, if there are legal possibilities, by other stipulations (cf. Vienna 2008). The long-distance effect can go well beyond the local effect of classic advertising systems and also provide a geographical orientation towards the service provider. This development opens up new legal territory due to the increasing problem of the optical pollution of open landscapes that are otherwise not structurally stressed. Advertising spaces are increasingly being erected on pylons and equipped with LED screens, for example to make the company logo of motorways perceptible.
The ideas about which dimensions of pylons are still compatible with the landscape are regionally very different. In Mainz , the reduction of a planned pylon from 40 m to 23.5 m is considered appropriate to the landscape (Mainz 2008). Here, a corporate identity of the applicant listed as determining the pylon height was included in the weighing . Meanwhile, in Hameln (2008) , for example, the height of such systems should be limited to a maximum of 10 m.
Individual evidence
- ↑ Floodlights & pylon systems. In: gradwert.de. graphic design + advertising technology, accessed on April 19, 2020 .