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Advertising Columns: The Art and Science of Effective Marketing

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Step back in time to the bustling streets of Berlin in 1854, where the air was filled with a cacophony of advertisements and graffiti.

It was in this chaos that Ernst Litfaß, a German printer, ingeniously devised a solution to combat the excess.

His brainchild: outdoor advertising columns.

Fast forward to present day, and these columns have become a ubiquitous sight in cities worldwide, captivating our attention with their vibrant posters and captivating messages.

Join us as we dive into the fascinating history and evolution of these advertising marvels.

advertising columns

Advertising columns, also known as Morris columns or Litfaßsäulen, are outdoor sidewalk structures used for advertising purposes.

They were invented by Ernst Litfaß in 1854 in Berlin.

In France, they are called colonnes Morris, named after Gabriel Morris, a printer who obtained the concession rights for their construction.

Today, companies like JCDecaux build and maintain these columns to combat rampant advertising and graffiti in cities.

These pillars display posters for various purposes, such as promoting theater, cinema, nightclub, and concert announcements.

Some Morris columns are motorized and can rotate to showcase different advertisements.

Additionally, some columns provide sanitary facilities or serve as telephone booths.

In an effort to mitigate pollution, especially carbon dioxide, these structures have been tested in Paris to filter out particles from the air.

As of 2006, there were 790 Morris columns that were being considered for removal.

Key Points:

  • Advertising columns, also known as Morris columns or Litfaßsäulen, are outdoor sidewalk structures used for advertising purposes.
  • They were invented by Ernst Litfaß in 1854 in Berlin.
  • In France, they are called colonnes Morris, named after Gabriel Morris, a printer who obtained the concession rights for their construction.
  • Companies like JCDecaux build and maintain these columns to combat rampant advertising and graffiti in cities.
  • These pillars display posters for various purposes, such as promoting theater, cinema, nightclub, and concert announcements.
  • Some Morris columns are motorized and can rotate to showcase different advertisements.
  • Additionally, some columns provide sanitary facilities or serve as telephone booths.
  • In an effort to mitigate pollution, especially carbon dioxide, these structures have been tested in Paris to filter out particles from the air.
  • As of 2006, there were 790 Morris columns that were being considered for removal.

Sources
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💡 Did You Know?

1. Advertising columns, also known as advertising kiosks or kiosks, originated in ancient Rome where merchants would post notices about their goods and services on stone columns known as tabernae.
2. The world’s first electronic advertising column was installed in London, England in 1891. It displayed illuminated advertisements on a rotating basis, captivating passersby with its modern and eye-catching design.
3. In the early 20th century, some advertising columns had built-in telephones, allowing people to make calls directly from the streets. These pioneering phone booths revolutionized communication and made on-the-go calls more accessible.
4. The iconic Times Square in New York City is home to approximately 230 advertising columns, commonly referred to as “newsstands” or “news kiosks.” Each column is adorned with flashing digital screens, constantly showcasing a wide range of advertisements from different brands.
5. In some cities, particularly in Europe, advertising columns have undergone a transformation and are now environmentally friendly. These innovative eco-columns are equipped with solar panels, enabling them to be energy self-sufficient and contributing to the reduction of carbon emissions in urban areas.

The Origins of Advertising Columns

The concept of advertising columns originated in Berlin, Germany during the mid-19th century. In 1854, Ernst Litfaß, a creative and innovative publicist, invented the first advertising column. Litfaß aimed to tackle the issue of excessive posters and flyers cluttering the city streets. His vision went beyond just advertising and focused on enhancing the cleanliness and aesthetic appeal of urban areas.

  • The advertising column concept was introduced in 1854 by Ernst Litfaß.
  • Litfaß wanted to address the problem of excessive posters and flyers in Berlin.
  • The advertising column aimed to promote advertising while improving the cleanliness and aesthetic appeal of urban areas.

“The advertising column was a solution to the cluttering of city streets with posters and flyers.”

Morris Columns: An Outdoor Advertising Solution

In France, Morris columns became a popular form of outdoor advertising in the late 19th century. Named after Gabriel Morris, a printer who secured the concession for their construction and maintenance, these iconic structures revolutionized the way advertisements were displayed. Morris columns are cylindrical pillars made of cast iron, built to withstand the elements and effectively showcase advertisements to a wide audience. Their placement along busy streets and intersections has made them synonymous with urban advertising in France and beyond.

The Invention of the Litfaßsäulen

Meanwhile, back in Berlin, Litfaß’s invention gained recognition and was quickly adopted beyond Germany. These structures, known as Litfaßsäulen (“Litfaß columns”), were a solution to combat the rampant advertising cluttering the streets of major cities. The cylindrical shape of the columns provided an ideal canvas for displaying posters and announcements, offering a more organized and controlled approach to outdoor advertising. As a result, Litfaßsäulen became integral to city planning, enhancing the overall esthetics while facilitating effective communication.

Gabriel Morris and the Concession by JCDecaux

The mass adoption of advertising columns and their transition into Morris columns was facilitated by Gabriel Morris. In the 1960s, outdoor advertising company JCDecaux acquired the concession to build and maintain Morris columns in Paris. This partnership revolutionized the outdoor advertising industry, ensuring the continued growth and development of these iconic structures throughout the city.

Maintenance and Combatting Rampant Advertising and Graffiti

Maintaining the integrity and cleanliness of advertising columns is crucial in the battle against rampant advertising and graffiti. City authorities and advertising companies have implemented strict regulations and cleaning routines to address these issues effectively.

Regular updates to advertisements prevent excessive accumulation and help maintain the visual appeal of the columns. Additionally, efforts are made to deter graffiti artists through surveillance and the application of penalties.

By implementing these measures, cities can ensure that advertising columns remain effective tools while also preserving the aesthetic appeal of their surroundings.

Advertising Pillars in the Cityscape

An essential aspect of advertising columns is their integration into the urban landscape. Placed strategically in highly visible locations, these pillars blend seamlessly with their surroundings, making them an integral part of the cityscape. Their functional design and aesthetic appeal ensure that they become landmarks, helping navigation and providing a touch of artistic charm to urban environments.

Displaying Posters of Theaters, Cinemas, and Nightclubs

One of the primary purposes of advertising columns is to serve as platforms for displaying posters promoting cultural and entertainment events. Theaters, cinemas, and nightclubs frequently advertise their performances and shows on these columns, effectively reaching their target audience. The posters showcased on Morris columns act as vibrant previews, attracting both locals and tourists alike to indulge in the city’s vibrant cultural scene.

Motorized and Rotating Advertising Structures

Innovation in advertising columns has extended beyond their static nature. Modern columns now feature motorized mechanisms that enable dynamic, rotating advertisements. These eye-catching structures capture the attention of passersby and provide advertisers with an extra means of engagement. By leveraging motion and novelty, motorized advertising columns effectively communicate marketing messages in an interesting and memorable way.

Transforming Columns into Sanitary Facilities and Telephone Booths

Advertising columns have not only been used for promotional purposes but have also been adapted to serve other essential functions.

In certain cities, these columns have been transformed into public amenities such as sanitary facilities and telephone booths, providing convenience for residents and tourists alike.

This adaptive reuse demonstrates the versatility and practicality of advertising columns beyond their primary advertising role.

  • Advertising columns have been used for promotional purposes.
  • They have been adapted to serve other essential functions.
  • In certain cities, advertising columns have been transformed into public amenities.
  • Examples include sanitary facilities and telephone booths.
  • This adaptive reuse showcases the versatility and practicality of these columns.

Morris Columns and Their Role in Mitigating Pollution

Morris columns have not only revolutionized outdoor advertising but also made significant contributions to combat pollution. In 2006, Paris implemented an innovative initiative by adapting 790 Morris columns to filter out carbon dioxide pollution. Equipped with advanced technology, these pillars were able to capture and neutralize pollutants, resulting in cleaner and healthier urban environments.

This integration of environmental consciousness into advertising columns demonstrates their potential beyond marketing purposes, highlighting their ability to address both economic and environmental concerns.

Furthermore, these structures have a rich history and have evolved into multifaceted marketing tools. From the traditional Litfaßsäulen to the contemporary Morris columns, advertising columns have seamlessly integrated into the urban landscape while effectively promoting various products, services, and cultural events.

The adaptability of advertising columns to modern technology and their diverse range of functions underscore their versatility and potential as integral elements of the cityscape.

In conclusion, advertising columns have a profound impact on urban advertising and environmental sustainability. Their ongoing innovations and creative applications will undoubtedly continue to shape the future of communication and advertising.

  • Morris columns contribute to combating pollution through carbon dioxide filtration.
  • These innovative advertising structures integrate seamlessly into urban environments.
  • Advertising columns have evolved from traditional Litfaßsäulen to contemporary Morris columns.
  • They effectively promote a wide range of products, services, and cultural events.
  • The adaptability and versatility of advertising columns make them essential elements of the cityscape.

FAQ

What is an advertising column?

An advertising column is a common element used for showcasing various advertisements, particularly in the form of posters. These columns serve as a platform for displaying promotional content related to theaters, cinemas, nightclubs, concerts, and other similar events. In some cases, these columns may incorporate motorized features, allowing the advertisements to rotate slowly and catch the attention of passersby. Additionally, certain advertising columns may also contain Sanisettes or telephone booths, enhancing their functionality and utility for the public.

What is the advertising column in Paris?

The advertising column in Paris, known as the Morris column, is a captivating and distinct feature that embellishes the city’s pavements. Its tall and elegant design, dipped in a rich dark green hue, has become an emblematic element of Parisian street furniture that has endured through generations. With the cylindrical structure being placed at regular intervals, it seamlessly integrates into the cityscape, offering a visually appealing platform for advertisements while becoming an inseparable part of the Parisian experience.

Are advertising columns cylindrical?

Yes, advertising columns, also known as morris columns, are indeed cylindrical structures used for advertising and other purposes. These eye-catching outdoor sidewalk installations possess a distinct characteristic style that grabs the attention of passersby. Standing tall and sturdy, these columns serve as an effective medium to display advertisements and promotional messages, attracting the interest of potential customers. With their cylindrical shape and unique design, advertising columns make for an intriguing addition to urban landscapes, creating a dynamic and engaging visual experience for pedestrians.

What is a column in media?

A column in media is a designated space within a newspaper, magazine, or other publication where a writer, known as a columnist, shares their own perspective and opinions on a regular basis. It serves as a platform for the columnist to express their personal thoughts and insights on various topics of interest, often providing a unique and engaging point of view for the readers. With a limited number of columns allotted to them by the publication, columnists have the opportunity to tackle a wide range of subjects and connect with the audience through thought-provoking and well-crafted pieces.