Visual pollution by outdoor advertising in Caracas Venezuela

Advertising.

Advertising comes from the Latin origin word publicum which means relative to the community. When something is public it means that all members of the communities have access to it. For example, a public park is one to which everyone has the right to frequent and use it. (The Little Illustrated Larousse, 1998, p. 832)

When we talk about advertising we are referring to the activity of publicizing or disseminating a product, service or idea so that it is known by the community. It is intended to provoke an attitude or certain behavior in the people who receive the message. Advertising an object is making people aware of it.

Advertising, a term used to refer to any advertisement intended for the public and whose objective is to promote the sale of goods and services.

Throughout this thesis the word public will surely be used frequently and it is very important to know how to differentiate when it is going to be used to refer to what is common, of knowledge for those who wish to have access to it, and when we refer the defined group of people we want to reach. This is to be accomplished by formulating the sentence.

Advertising is known as the activity of making known by means of a visual or oral representation to a person or group of people a message about a service or product that tries to persuade the recipient to use it.

Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. (Cohen, 1989, p. 49)

Advertising is that activity that uses a series of creative techniques to design persuasive and identifiable communications, transmitted through the different media; advertising by a sponsor and directed at a person or group in order to develop demand for a product, service or idea. (Fischer, 1987, p. 300)

Thanks to advertising we know many products or services before having direct contact with themselves. Advertising messages can reach us through television, press, radio, cinema, Internet, spectacular, posters, etc.

Advertising is the advertising of paid information for the purpose of selling or helping to sell goods and / or services, or to gain acceptance of ideas that cause people to believe or act in a certain way. (Judsond, 1991, p. 27).

Currently when we say advertising we refer to the series of techniques and means used to publicize a business and sell to the consumer. Previously I mentioned that advertising is the activity of publicizing or disseminating a product, service or idea so that it is known by the community. It is intended to provoke an attitude or certain behavior in the people who receive the message, and this attitude or behavior is the use of the service, the purchase of the product or accepting the ideology, and all this is to increase sales.

Based on this, it follows that advertising is based on various principles:

- Draw the attention of various buyers.

- Incline them to the acquisition of products or services, convincing them of their usefulness.

- Bear in mind that advertising is a form of information that largely acts on the subconscious.

An attempt has been made to give this a broad point of view regarding advertising, taking as reference those more complex definitions, projecting them in a simple way, thus achieving a generic conception.

Advertising Objectives.

Advertising must increasingly be an information tool, it must be a communicator with the services provided, an important way to stimulate the initiatives of individuals and companies.

Advertising must always be perfecting its techniques in order to adjust to the different socio-cultural changes according to the countries and nations in which it is disseminated.

Likewise, it aims to introduce new products or services to the market within the reach of real and potential customers: advertising creates real customers the need to use new products and potentials the availability of new advertised items.

Advertising helps to buy with greater knowledge about the use of products and services, thus maintaining the market, seeking public preference, highlighting the real and true merits of the product, discovering new marketing markets.

Advertising Functions.

Advertising has three (3) basic functions which are:

a.- Information:

Advertising has as its first and main mission to inform about products, services or ideas. In the advertising message it must appear when the product is relatively new and in some cases even being known, where it is sold, who sells it, the information must be clear and in an order in the composition and presentation of the elements of the message, for therefore it must create a usual logical rhythm that leads the consumer to see, read and / or hear the information that the advertising is communicating.

The information in advertising is the key point, that is, through it, both internal (chemical composition, content, etc.) and external (packaging characteristics, name, etc.), points are made known. these essential to get results. Without information the consumer is unaware of the existence of the product and therefore there can be no sales.

b.- Persuasion.

The power of persuasion that exist in the different advertising media, manages to induce, move, compel with reasons to believe or do something.

One of the functions of advertising is to persuade, that is, to convince, attract, seduce the consumer to buy, giving reasons that attract him to try the product. This is achieved thanks to the techniques and methods studied, which have been improved over the years, taking into account the needs of the public and creating that need for the advertised product.

c.- Education.

Advertising, in addition to wanting to promote a product, service or idea, brings with it an educational function, taking into account the artistic value of its compositions, as well as it can be said that the lexicon used in different media helps to better understand the message..

Educating the consumer as well as creating a habit of consumption towards the same area.

Advertising in Venezuela.

Throughout the history of Venezuela, an evolution of the economy, commerce and sales has been taking place, from new products to resources appearing to attract attention, convince buyers and thank them for maintaining commercial relationships, but the defining element of advertising at least in contemporary terms is the systematic use of social media, first it was in the newspaper that it progressively reached its area frequency through the differentiated form of the advertisement to avoid confusion with the informative part u opinion of the publication. From the print derived various pieces such as flyers and brochures in parallel, the poster industry developed sticking through the streets and walls;then came the farewell and the cinema until finally reaching television at a point in this development advertising is when it becomes a specialty, professional field, precise technique and activity with its own support; In this process, the main element is the appearance of the advertising agency, a company specialized in the mediation of spaces and times of the media that offer industrial merchants interested in selling additional services such as preparation of sales messages, evaluation of the efficiency of commercial communication and countless supports that have ended up configuring a complex industrial sub-sector of significant weight in the economy of all countries.precise technique and self-supported activity; In this process, the main element is the appearance of the advertising agency, a company specialized in the mediation of spaces and times of the media that offer industrial merchants interested in selling additional services such as preparation of sales messages, evaluation of the efficiency of commercial communication and countless supports that have ended up configuring a complex industrial sub-sector of significant weight in the economy of all countries.precise technique and self-supported activity; In this process, the main element is the appearance of the advertising agency, a company specialized in the mediation of spaces and times of the media that offer industrial merchants interested in selling additional services such as preparation of sales messages, evaluation of the efficiency of commercial communication and countless supports that have ended up configuring a complex industrial sub-sector of significant weight in the economy of all countries.company specialized in the mediation of spaces and times of the media that offer industrial merchants interested in selling additional services such as preparation of sales messages, evaluation of the efficiency of commercial communication and countless supports that have ended by configure a complex industrial sub-sector of significant weight in the economy of all countries.company specialized in the mediation of spaces and times of the media that offer industrial merchants interested in selling additional services such as preparation of sales messages, evaluation of the efficiency of commercial communication and countless supports that have ended by configure a complex industrial sub-sector of significant weight in the economy of all countries.

According to the introduction of the study of the economic impact of the advertising industry in Venezuela in 1995 prepared for the International Advertising Association (IAA) by Mercedes Hércules & Asociados, the advertising industry in Venezuela is dedicated to the principle of freedom of selection for citizens. The three primary components of this industry: advertisers, agencies, and the media are fulfilling this ideal.

The IAA considers that the role of advertising in Venezuela goes beyond the simple activity of promoting products and services. The economic and social impact of advertising in Venezuela and its population is of great importance.

From an economic perspective, advertising strengthens the consumer's decision-making process by providing information and justifying the purchase of the branded product in a competitive sales environment. This work is essential at the stage of introducing new products to the market because it involves the way you feel about making your benefits known to potential buyers.

Advertising also stimulates competition, encourages the creation of new businesses and increases the number of jobs, thus contributing to the expansion of the economy; it also promotes mass production and information systems; It offers Venezuelan consumers numerous alternatives in product selection and helps keep prices low. Advertising plays a role in preserving the highest possible standard of living for the Venezuelan population, it also provides most of the financing for the print press and almost 100% of the income to cover the costs of the media in Venezuela.

In the last economic impact study of the advertising industry in Venezuela dated 1997 revealed that the value of advertising investment in the country has grown more than 300% in the last three years. This study commissioned by the IAA to the firm by Mercedes Hércules & Asociados has the support of ANDA, FEVAP, and the Inter-American Society for Freedom of Commercial Expression (SILEC)

According to this latest study of the value of advertising investment calculated based on the valuation of the guideline through the current selective rates, it goes from 101,000,000 million in 1994 to more than 435,000 million in 1997, this shows the importance in the country of advertising, since in addition to being an agent that transmits information about the different products and services offered in the market, it is also a factor in the creation and development of countless other economic activities which meet its requirements for materials and equipment and services necessary for its normal operations.

The Billboard.

For the purposes of this research, Valla is understood as all advertising in the form of a poster or advertisement of location or fixed physical structure, with productions painted or printed on paper, self-adhesive or not, with or without lighting - external internal, or neon signs showing letters, texts, figures, objects, symbols and logos- intended to remain visible to the public in outdoor environments to promote knowledge, the sale of products, consumer goods and services through advertising.

Types of Billboards.

In Venezuela the dimensions of the fences are not strictly defined; that is, each company has different formats and each one of them meets the specific needs of a particular client at any given time; The fences can then be classified taking into account their most outstanding characteristics in:

- Fences installed in their own structures on the ground.

- Fences in buildings which can be with their own structures, on roofs or attached to the facades.

- Fences illuminated with light from the outside (Front Light system).

- Fences illuminated with light coming from its interior structure (Back Light system).

- Fences or light signs made with colored neons that could simulate a corporeal object.

- Electronic billboards that advertise interchangeable advertisements with or without internal or external lighting.

- Fences that offer three motifs in the same space at programmable time intervals.

- Fences that combine two or more of these characteristics.

The fixing surfaces of the productions can vary from one fence to another; metal sheets, wood or metal grids, glass fibers, etc.

Outdoor Advertising.

It is the one that contemplates the set of advertising pieces exhibited in public areas, in an open environment, outdoors, in urban spaces that are not “roofed” that have or do not have a fixed support.

In our country, this medium has existed since the 1930s, where several VEPACO companies, GRUPO VALLAS began to provide this service. Today after more than 70 years, there are a large number of companies dedicated to this activity, both regionally and nationally. Traditionally, outdoor advertising has been made up of billboards in different formats and materials, however, bus stops, dioramas, message-painted building facades, and even buses, there are more and more types of outdoor advertising.

Outdoor Advertising Objectives.

Outdoor advertising is most successful when used as the basis for the market objectives of companies introducing a new product and wanting to achieve immediate public brand recall to complement other forms of advertising; also for companies that trade with well-known and recognized established brands that want to offer consumers in the market reminder information with which they simply want to satisfy temporary consumer needs for those products that have stationary periods or seasons where they are sold in more - tanners on the eve of carnival or Easter, toys at Christmas, school utensils before the start of school - or simply special dates such as Mother's or Father's Day.

Types of Outdoor Advertising.

Outdoor advertising presents many modalities from billboards, posters, fixed or rolling location announcements, murals, electronic screens, balloons or inflated corporeal figures, corporeal neon illuminated signs or not; all of them with or without lighting; placed in interior or exterior environments destined to promote through advertising the knowledge and sale of products and consumer goods or services.

8. Characteristics of outdoor advertising.

- Brevity of the message. Creativity with short messages that identify the product, demonstrate it and define the basic need to provoke the reaction of the potential consumer.

- Frequency of the message. It has a high frequency due to the repetition of the message at strategic points; with low and profitable costs.

- Adaptability of coverage. It allows the advertiser to reach with absolute precision the specific market where it has its distribution channels.

- Location. Open spaces.

- Presentation. It can be seen from different perspectives; absentmindedly, with attention or just a glance.

It is offered to the public free of charge.

It is not only argumentative but rather suggestive and suggestive using intentional signs in conjunction with the product.

It has no interruption of continuity.

In addition to the characteristics indicated, the following dimensions of the external environment can be added:

- Percentage of complexity. Message accessible to all in a short time.

- Percentage of dynamism. The rhythmic organization of the components produces a great attraction and impact on the memory of the receiver.

- Percentage of eroticism. It flatters sexual taboos that serve a persuasive function.

Advantages of outdoor advertising.

Like all advertising media, outdoor advertising has advantages over other media and also has good points on its own and should be taken full advantage of.

a.- It is a medium that serves very well in or as a reminder.

Outdoor advertising is widely used as a reminder or reinforcement of advertising campaigns that are presented in other media. That is, if we have an advertising campaign that is being presented on television and at the same time we have reinforcing advertising abroad, outdoor advertising creates a reminder effect of the television advertisement, thereby penetrating the mind of the possible consumer.

If you have a television campaign, you generally put something representative of the television commercial in outdoor advertising so that when you see the image in the outdoor advertisement, it reminds you of television. If you have a radio campaign, you usually put the slogan of the ad in order to remember the ad heard on the radio.

b.- It is an excellent way to introduce new products or services to the market.

Due to the great impact of outdoor advertising and the high visibility these ads have, outdoor advertising is widely used to introduce new products or services to the market, as it is where a potential customer may be. Due to its large size, it does not go unnoticed and places our message in the consumer's mind.

For example: The “Huevo Mamá Gallina” brand was introduced to the Mexican market in 1996 with a campaign that was launched only on spectacular billboards. This advertising campaign was carried out by placing ads with a crossword puzzle which was solved as the weeks passed. People tried to decipher the crossword puzzle and in this way it was possible to penetrate the consumer's mind.

c.- Outdoor advertising has a very low cost.

Outdoor advertising is very affordable due to the number of impacts it has on potential consumers day by day. It is the type of advertising that creates the greatest number of impacts per bolivar or dollar invested.

"For example, $ 1.00 of advertising generates approximately 40 newspaper readers, 243 viewers, 305 listeners, and 1,136 witnesses to outdoor advertising."

(Kleppner Advertising, p. 391).

Due to the place where it is located (the street) it is a means to which all people have access. Due to the type of life worldwide, people need to go out on the streets to carry out their daily activities, which is why on the street is where advertising has the most impact.

d.- It offers great flexibility to the client, since he can choose the area or market that he wants to cover.

Cities are divided into different zones. There are areas dedicated to commerce, others that are dedicated to industry, others where there are a large number of offices or simply residential areas. Each of these has a market which can be exploited by placing ads in which we go to that market, and therefore we exploit it.

For example, in tourist areas of cities, we find advertising about activities and services that a tourist requires. We find advertising about shows, museums, car rentals, shopping malls, restaurants, lodging and countless business ads that tourists are their market. This is because if we are in the field of action of a tourist, it is very likely that when requesting the service or product that we offer, they will come to us. Being at the right point, with outdoor advertising we can reach the market we want.

e.- Due to the great repetition of the external advertisement, a good consumer penetration can be achieved.

People who live in large cities generally have a routine lifestyle, that is, they walk the same path every day to go to their activities. If we take advantage of this by placing an advertisement in a key point and that it has good visibility, we can say that our potential consumer sees our advertisement every day that he carries out his daily activity.

f.- It influences the consumer in the market.

Advertising can be very close to the point of sale. When a consumer requires a service or product and does not really know which of all the brands to choose, that's when outdoor advertising plays a very important role. If the ad is placed in a key place and the potential consumer sees it, and this gives them the information they need, this is when we gain a client for our brand.

For example: A person who is on a business trip is outside the airport and requires a car to get around the city, if you see the Hertz ad where they offer you a luxury car with a driver, air conditioning and service cell phone at a price you can afford, and if it meets your needs, you will surely head to the Hertz office to hire your services.

g.- It is a very useful means to fix the image of a brand.

Due to its size, great visibility and also thanks to the number of impacts it has on people, it is an excellent way to penetrate a brand in the public. When we make a spectacular announcement, it is very important that a good place is kept in your design for our brand name and / or your logo so that it remains engraved on the receiver. Many times we see spectacular ads where only the brand logo appears and there is nothing but the logo, this is done when the brand is in the top of people's minds and this is done to further penetrate the consumer.

For example, Pepsi Cola ads showing only the Pepsi Cola logo. Another example is some Marlboro ads, there are no pictures of the cowboy, there is no field, there is no slogan, there is nothing more than the brand name and the simple name Marlboro reminds us of the cowboy and the field.

h.- It allows a very wide geographical selectivity and in this way try to target a specific audience.

Due to the different social strata that any society has, it is divided geographically into several zones. In this way, the customer can search to penetrate a specific area by placing the ad in that area.

For example: If in the city of Caracas we want to reach a type A target, then we can place the ad in areas such as Lagunita, Country Club, Miranda Urbanization, etc., in this way the people who circulate in this area are our target.

i.- It is a medium that is exhibited 24 hours a day.

Unlike other types of advertising, outdoor advertising is on display 24 hours a day during the contract period. At night they are illuminated so that the receiver has the opportunity to see the advertisement.

j.- The message can be placed near the point of sale and in this way captivate the consumer.

Because the ads are in the outdoor environment, we can place them near the point of sale of the product or service offered. This means that when the consumer goes to buy a service or product, we can influence him in the decision he is going to make, and if so, the objective of the advertisement has been met.

For example: if a person goes to a shopping center to buy some pants and on the way sees an advertisement for Calvin Klein Jeans that catches their attention, this person is likely to go to the store where they can compare this brand.

k.- High range and high frequency.

This point refers to the fact that it is a medium that thousands of people see, as we saw previously it is the medium that has more impacts than any other. On the other hand, it has a very high frequency because people go through the same place several times a week to carry out their daily activities.

On average 90% of the population that lives in urban populations transits 85% of the road infrastructure, which is where the ads are placed.

l.- Reach the local public.

Since it is a medium that is found on the street, we can place it in a specific area, and in this way reach the public that moves in that area.

For example: The candidate who wants to take the position of Mayor of Baruta must put his advertising within the municipality in which he is running, so that in this way the people who live there know him and know who he is. This candidate cannot put his advertising in neighboring delegations because that is not the public that needs to captivate.

9. Disadvantages of outdoor advertising.

- As previously mentioned, this type of advertising can direct the message to a previously determined audience; but this is sometimes not easy to control and there is no receptivity between different demographic groups; what causes that the message is received in many cases by a heterogeneous public.

- Outdoor advertising exposure is both involuntary and brief; it is calculated that most of the signals according to the Kleppner advertising manual are seen in less than 10 seconds by the public average; that is why it is obliged to complement the message through the use of other means.

- Demand for certain prime sites for outdoor advertising placement implies that some advertisers may not be pleased with their advertising placement choices.

- Some elements of urban landscape (buildings, monuments, trees, etc…) that limit the attention power over outdoor advertising.

- The external environment is subject to adverse laws and criticism from environmental and public interest groups; They see that this type of advertising is a plague for the landscape and an unethical medium that seeks to carry a message to the population, mostly alcoholic beverages and cigarettes.

Criteria for the rating of outdoor advertising sites.

The most important element to judge the value of the place where the outdoor advertising will be placed is the volume of traffic that passes through that place; Although this does not totally determine the quality of the place, but rather the visibility and the possibility of the driver to distinguish one fence from another.

The selection of a good location is established first knowing the volume of vehicles that pass through there; And then it is very important that it be a little polluted fence site; in addition, it must have the three medium and near distant visibilities; for the driver to see the fence for a few seconds; Finally, it is preferable that it is located on the right side of the road or in front of it.

Each product has its audience, and it is logical to suppose that this audience is in certain sectors of society and not in all, which would imply that it should also be taken into account when selecting the ideal location for a fence, the level socioeconomic of the consumer to whom the advertised product is directed.

Outdoor Advertising Limitations.

- Despite its geographical selectivity, its audience may be made up of all social classes, which means that the message reaches people who are not necessarily its target or target.

- Taking into account the simplicity and brevity of the message, they must be taken as support for other advertising media.

- Finally, it has to seldom attract the full attention of the observer, since his messages are read while the driver and passengers of the vehicle are on the move, which means that he is unable to concentrate on the communication that the ad is pursuing.

Outdoor Advertising Companies.

The companies mentioned below are the leaders in the field, taking into account the volume of fences they have in the market.

Advertising Fences.

Vallas was the designated name for the company founded on June 12, 1959 under the Philosophical Conception and Future Vision of Carlos M. Estrada Bertorelli who, aware of the powerful social and individual effect produced by the visual exposure of a message, developed the medium It has managed, for more than four decades, to drive the growth of the Venezuelan industry and support the expansion strategies of transnational companies that have rightly considered Venezuela as a market to establish the commercialization of their products and services. Usual sizes of Vallalight and Fences formats:

Technical specifications:

Galvanized sheet units (panels) and

Of wooden bars, on iron structures.

Dimensions

Advertising Area

60 x 13 meters.

60 x 12 meters.

45 x 13 meters.

45 x 12 meters.

32 x 13 mts.

32 x 12 meters.

40 x 9 meters.

40 x 8 meters.

32 x 9 mts.

32 x 8 meters.

30 x 9 meters.

30 x 8 meters.

25 x 7.10 meters.

25 x 6.10 meters.

20 x 7.10 meters.

20 x 6,10 mts.

15 x 7.10 meters.

15 x 6,10 mts.

8 x 4 meters.

8 x 3.66 meters.

(each space).

Production Alternatives:

1. Artisanally painted on panels.

2.- Printed in "full color" on screened fabrics.

VEPACO Group.

In the mid-1920s, advertising began on public roads in Venezuela, when Don Eduardo Cabrera García opened the first poster painting workshop in Caracas. These posters were hand painted and transported in a wheelbarrow.

In 1930 he consolidated the company by founding the company Venezuelan Publishing Advertasing CO. (VEPACO). In 1950 the company was modernized and became a national organization under the name of advertising VEPACO CA In 1958 the largest neon sign in Latin America was built: The spectacular neon sign “Savoy” located in Bello monte Caracas. In 1970 it was restructured into regional and product companies, to form what we know today as the VEPACO group.

The nature and aesthetics of the advertising message.

The nature of care.

Among the mental instances that a message in advertising must stimulate to be successful, attention is first and last, but not least, remembering. Definitely, it must be essential for those who engage in this type of advertising, not only that their messages attract attention, but remain in the memory of the public. When reviewing the theories of attention, it is observed that this is selective, that is, even when a person is being bombarded daily by thousands and thousands of stimuli, only some of these are going to be captured by his mind. This is a key factor for outdoor advertising. Even when dozens of commercials are on the same avenue, the individual pays attention only to some of them. However,What characteristics should the ads have that people will look at with more attention? This answer is linked to the study of the psychology of perception. In order to focus her attention on a stimulus and thus be able to assimilate it, the person must eliminate the other stimuli that are around her. For this to happen more easily, there must be a determining contrast between the stimulus that will be chosen by the person's attention and all the other stimuli.For this to happen more easily, there must be a determining contrast between the stimulus that will be chosen by the person's attention and all the other stimuli.For this to happen more easily, there must be a determining contrast between the stimulus that will be chosen by the person's attention and all the other stimuli.

The factors that determine attention are not only those that affect the senses, called external factors; rather, there are so-called internal factors in the individual that are determined by subjective elements such as culture and individual experience.

The Aesthetics of the Advertising Message

If we take into account that the advertisers have dedicated themselves to the "sales" factor in such a hasty way, it is evident that, in that desperate search for attention and remembrance, they have left behind other very important factors such as aesthetics and the presentation of the message that, paradoxically, would help to achieve the first in a faster and more effective way. These last elements are related to the internal factors of attention. The judgment that that handles in the internal factors are the knowledge and the culture that passers-by possess. In general, an advertisement should be an accumulation of skills and talents mixed with harmonies to be given as an offering to an audience in exchange for the purchase of the advertised product. (Felix Gluck. “Modern Publicity. London, 1975. Page 191).

Novelty as an Important Factor in Attention.

It is scientifically proven that one of the strongest external factors is novelty. There are important tests, such as those by Drs Sharpless and Jasper (1956), which indicate that when a stimulus is repeatedly presented to an individual, a decrease in their neural activity occurs. This means that the second time an individual perceives a stimulus, their brain requires less activity than the first time, which reduces the level of attention since the person has previous experience that helps them decode the message more easily. Therefore, care must be taken when presenting the same advertisement for a long period of time if the attention is that it is effective.

Factors that affect the recall and forgetfulness of the advertising message.

The Stimulus Change.

Among the characteristics of stimuli that capture attention, Venezuelan advertisers have exploited size and color to the maximum. The most expensive fences are those of a larger size and with a greater number of colors in the printing. However, there are other factors that, paradoxically, attack the person even more effectively. Among these factors are Movement and stimulus change. If a person is driving on a desolate road, with many terrains and vegetation, and a modern glass-fronted building comes to visit, it will obviously immediately attract attention, there was a change of stimulus here. On the contrary, if that same building were placed on some important avenue in eastern Caracas, and the same person passed by, it would not take the same impression,because the other stimuli are very simulate.

Remembering the Message on a fence.

The second important factor in the effectiveness of these ads is recall. People should take with them the image of the product, the brand, the company symbol, its colors, it will only have had an important effect. People only keep in their minds those images that made an impression of some importance. One of the great characteristics that has been attributed to the outdoor advertising medium is its effectiveness in maintenance campaigns, that is, keeping the name of a product in the memory of the public, due to the ability of this medium to highlight it.

10. Theories of forgetting the advertising message

Each color has a particular meaning, each is explained below:

Green: green communicates freshness, tranquility, a feeling of rest. As you know it symbolizes hope.

Blue: it is the finest and weakest of the colors. Warm colors are valued on it. Consequently it is very suitable for funds. It is soft, sweet, it symbolizes virtues such as fidelity and honesty.

Violet: produces a certain feeling of discomfort and melancholy. It is a church color is unpleasant and even inspires fear.

Orange: it is the warmest color, it has a certain hypnotic force, it penetrates each person vividly. It produces rich harmonies with a strong impact, but it can suddenly cause fatigue.

Yellow: this is the warm color that communicates color and light and at the same time a certain calm.

Brown: it is a color of a certain boring solidity and against weight the active colors allowing the eyes to rest; It is used for funds.

Gray: it is considered the typical for background, since any color looks good on it. It gives more rest and serenity to our composition.

Black: any color placed on it increases its visibility. In turn, black placed on another color takes advantage of its luminosity, which can have its drawbacks. Very thin black lettering on a luminous color can make it unreadable. Symbolically it is related to death.

White: this color is associated with purity, cleanliness, cold. It symbolizes peace and innocence.

Legal bases.

API code of ethics

This API CODE OF ETHICS was approved by the general assembly meeting in CARACAS, on the 31st day of the month of JULY 1972.

11. API Code of Ethics

I.-General primordial norm.

Every external advertisement (within its specific economic, cultural, social or political activity) must integrate a communication unit whose immediate effect may constitute a reason for healthy and noble orientation; and that your thesis or your message be, as far as possible, a constructive and guiding sign.

II.- Race

a.- The constitutional principle of equality of races must be strictly respected.

b.- In no way, neither directly nor indirectly will human races be attacked, belittled, or ridiculed.

III.- Marriage-Home

a.- Marriage and home, as the basis of the family, must be strictly respected.

b.- Unlawful or extramarital relationships will not be presented, in any respect, as permissible or socially acceptable; much less, in a way that makes them attractive or that can ridicule the essential relationships of home, marriage, family.

IV.- Religion

a.- The constitutional principle of freedom of religion must be strictly respected.

b.- Any attempt to ridicule any religion, creed or cult will be absolutely avoided.

c.- Priests or representatives of religions must always be treated with the utmost respect.

d.- The sacraments, ceremonies or rites (baptism, marriage, communions, masses, songs, burials, etc.), must be treated with due respect.

e.- All reference to deities, their powers or attributes must be made with due respect.

V.- The sexual question.

It must always be treated within the strictest limits of good taste, decency and delicacy. All traits of lewdness, all erotic deviations and absolutely all pornographic tendencies should be avoided. In short, everything involving indecency, obscenity or nudity that hurts morals or good customs must be eliminated

VI.- Seduction and abduction.

Any appeal to kidnapping or sexual seduction should be avoided.

VII.- Moral Depravity.

No trait involving moral depravity should be presented for any reason or possible justification.

VIII.- Prostitution, sexual perversion.

White slave trade, prostitution and sexual perversion are not proper topics for any means of sexual communication, unless the purpose or end pursued is of strict social benefit; and, even in this case, they must be treated with very special and extraordinary tact, avoiding intimate details.

IX.- Drug addicts.

Representative types of drug addicts will not appear, whatever their vice; except in those notices of an exclusively scientific, educational and health nature.

X.- Death.

Death, as a fact, and the death throes of agony must not be presented in a way that hurts or offends the public's sensibility.

XI.- Language.

Blasphemous, sacrilegious and obscene language will not be used in any respect; the synthetic language of publicity, of outdoor publicity, must in any case eradicate any tendency towards vulgarity or vulgarity.

XII.- Personal references.

The highest authorities of the nation should never be circumvented in a way that undermines respect due to their high rank.

XIII.- Laws.

Those notices that generate a message tending to incite the violation of the laws of the Republic must be absolutely eradicated; and, in any case, those who directly violate these same laws.

XIV.- Children.

The message of any external warning in which the child intervenes in some way or is a matter of children, must be based strictly on respect for the law, order, decency, morality and good customs; as well as in respect and obedience to parents, teachers and superiors. Or, in any case, they must be exempt from any trait or motivation that may generate mockery or contempt of these values; Any reference to child abduction will be absolutely omitted.

XV.-Physical Defects.

They can be presented; but only in such a way that they do not hurt or offend the people who suffer from them.

XVI.- Offenses.

There should be no external announcements that could foster social unrest; or that describe or refer to acts of violence, scenes of terror or murder; or that they can somehow justify or glorify the crime; or trying to arouse sympathy for the crime or the criminal; or that show the technique of theft or other crimes; or that it refers to torture or brutal killings. In any case, the global image of a notice that contains any reference to such crimes, must project by inference or explicitly, the message that "all crimes will always be punished in the end".

XVII.- Deception absence of truth.

All external notice that has been devised, designed or projected to deceive the public must be filed, without possible exception.

XVIII.-Loyalty in competition.

a.- Maintain the fundamental principle of business free competition, exercised within the limits and according to the universal norms of private companies, outside of which competition becomes the cause of discomfort and ruin.

b.- Maintain the most unrestricted respect for the advertising rates approved by the API general assembly

c.- Abide by, comply with and enforce each and every one of the norms and clauses that must govern the system of contracting external notices, by companies affiliated with API, and approved by this general assembly.

12. Land Traffic Law.

Taken from the Extraordinary Official Gazette No. 5,085. Caracas, August 9, 1996.

Of Education and Road Safety.

Article 45: The regulations of this law will specify the distances, density, size of the writing signs and the colors and their combinations, of all the institutional and commercial advertising that is authorized to be placed in the vicinity of roads and highways.

The placement of billboards, advertisements, posters or other advertising means that induce the consumption of alcoholic beverages is prohibited in the vicinity of roads and highways. Likewise, no advertising medium referred to in this article may be placed on highway and road dividers.

Land Traffic Regulations..

Taken from Official Gazette No. 5240 (Extraordinary) of June 26, 1998.

Ground traffic regulations.

Of Education and Road Safety.

Article 367: The placement of all commercial and institutional advertising in the vicinity of roads and highways, such as, fences, signs, posters, drawings, notices or not, banners, and other similar means, must be authorized by the competent authorities. The vicinity of roads and motorways is understood to be a strip of fifty (50) meters measured from the axis of the road on national highways, thirty (30) meters measured from the road on paved roads and fifteen (15) meters measured from the axis of the track on unpaved roads.

In case the road axis is modified, the existing fences must be relocated according to the location of the new axis, respecting the distances established in this code.

Article 368: The placement of fences, advertisements, posters and other advertising media that contain messages that induce the consumption of alcoholic beverages in the vicinity of roads and highways is prohibited.

Article 369: In the event that the unit is visible from one or more roads, the determination of the proximity will always be defined by the parameters determined in article 367 of this regulation, in relation to the main road.

Article 370: In order to qualify the induction to the consumption of alcoholic beverages in advertising messages, the administrative authorities of the land transit, must evaluate and take into consideration the following criteria:

1) Direct action: People toasting with glasses and bottles in hand or varying the content of the drinks in containers.

2) Verb tense: The use of the imperative in verbs such as: buy, acquire, celebrate, offer, take, give, have, enjoy, serve, carry, other similar.

3) Testimonials: References to the product in the first person or through third-party testimonies, which highlight the benefits or qualities of the product.

4) The direct induction to consumption must always be concluded from the meaning of the words in the Spanish language and from the usual connotations or meanings that they have in the daily language.

5) Advertising messages that contain actions, verbs or testimonials that match these criteria will be considered included in the category of messages that incite the consumption of alcoholic beverages.

Article 371: The realization of institutional and commercial advertising and the installation of fences and other advertising means outside the areas referred to in article 367, will require the corresponding notification to the administrative authorities of land traffic, within the scope of their respective competition, without prejudice to the authorizations that may be required under other legal provisions.

Article 372: For the purposes of applying the prohibition contained in article 45 of the Traffic Law, the administrative authorities must limit themselves, for the purposes of executing said prohibition, to rendering useless the motive or illegal message contained in the advertising medium, but not affect it in its physical structure.

Article 373: Authorizations will only be granted when, in the judgment of the competent authority, the environmental and road safety values ​​are duly safeguarded and provided that the following requirements are met:

1.- That the composition or color combination of the fence or other advertising medium, as well as the luminosity or any other element present in it, in any way may have an adverse impact on the vision of vehicle drivers and other users of the via.

2.- That the fences are installed at a distance of not less than 300 meters from each other on motorways and paved roads and 200 meters from unpaved roads. For the purposes of determining the distances, the direction of traffic of the road must coincide with that of the reading of fences. In no case may more than four fences per kilometer be installed, in each direction of movement.

3.- The installation of groups of fences may be allowed provided that they are not three and that they are located at a distance of not less than 500 meters from the fence that follows and from the one that follows it.

4.- That the fences or other means of advertising are not confused with the traffic signs or other facilities intended to regulate traffic, reduce their visibility and effectiveness, dazzle road users or distract their attention from dangerous way for traffic safety.

5.- They do not contain moving or lighting elements that could distract drivers' attention.

6.- That the installation is sufficiently safe to prevent the occurrence of an accident.

7.- That the height of the fence in relation to its location with respect to the road, is such that in no case can it fall on it obstructing it.

Article 374: The installation of announcements or signs of any kind is prohibited at crossroads, road dividers, traffic distributors, bridges, viaducts, tunnels; as well as trees, stones, rocks and other similar natural elements.

Article 375: The placement of fences or other advertising means will not be allowed in those road sections that by joint resolution of the ministries of environment and renewable natural resources and of transportation and communications, are considered scenic value routes.

Article 376: The billboards and other advertising means that induce the consumption of beverages, existing within the area referred to in article 367 of this regulation, must be relocated voluntarily by their owners within the 12 months following the publication of this regulation..

Article 377: Once this period has elapsed, the Ministry of Transport and Communications, the administrative authorities of land traffic, may agree on the corresponding legal actions.

In any case, the company responsible for the billboard or advertisement must be notified, self-adhesive tapes indicating the status of "illegal billboard" must be placed on the billboard or advertisement, or the message must be disabled by any other suitable means.

Article 378: The administrative authorities of the terrestrial traffic will be able to allow the owners of real estate adjacent to the public highway, to place inscriptions or visible announcements from roads or highways, provided that their design, size and location do not confuse or distract the driver and under the following terms:

1.- Be simple and fast to read, without having movement and give illusion of it.

2.- Be at a distance from the road and from each other related to the maximum speed allowed.

3.- Do not confuse or obstruct the vision of signs, curves, bridges, crossroads or other dangerous places.

Article 379: For the purposes of the preceding articles, advertising, informative signs, and notices typical of service stations or auxiliary road facilities, shall not be considered, provided they are installed inside the plots, in those that are located, with the prior authorization of the competent body.

Article 380: The requirements on dimensions, composition or chromatic combination, luminosity, size of the writing signs and other conditions and elements that must be contained in the billboards and other advertising media will be determined in accordance with the technical standards and criteria established by the Ministry. transport and communications, for the purposes of preservation and road safety.

Article 381: The administrative authorities of land traffic will exercise the corresponding actions to enforce the provisions contained in this chapter on institutional and commercial advertising on roads and highways, in their respective territorial areas.

Thus, it will correspond to the Ministry of Transport and Communications to act in the national road network, to the state governments in the state communication road different from the previous one, and to the Municipalities in the urban area, consisting of streets, avenues, inter-communal roads and highways. built with their own resources.

13. Definition of terms.

Analysis: Decomposition of a whole into its parts for study.

Capture: act of capturing, convincing or persuading.

Poster: a printed medium that involves the graphic arts in its elaboration and design where a fixed image and a short text are harmoniously integrated in a cardboard or paper support

Circulation: Transmission, propagation of something.

Communication: Establish community with someone, share information, an idea, an attitude.

Consumer: Name given to the one who consumes.

Mass Consumption: Purchase or use goods or services.

Pollution: is the set of effects that alter the purity of the air, water or land or, generically, the environment in which all life forms.

Questionnaire: Format that contains a series of questions depending on the information that you want to obtain and that is answered in writing.

Creativity: Faculty, ability and attitude to create advertising ideas and translate them into texts and drawings.

Spread: Spread, spread something.

Ethics: part of the philosophy that deals with morality and the obligations of man.

Ephemeral: Short-lived.

Survey: Method or technique that consists of obtaining information about a group of individuals; This can be oral or written.

Interview: Survey or technique modality characterized by obtaining information through a conversation between the interviewer and the interviewee.

Spectacularity: That draws attention.

Spectator: Eyewitness to an event.

Consumption Habits: Custom and way of consuming, using or buying a product.

Image: Figure, representation of some object or thing.

Report: Find out about a fact.

Impression: Feeling favorable or unfavorable, due to external agents.

Advertising Media: They are those that serve to display the advertising pieces in order to promote in some way an idea, product, good or service.

Sample: It is a subset of the population that presents similar characteristics.

Persuade: induce, move, create, or do something.

Population: It is a subset of the universe made up of a certain number of variables to be studied, variables that make it a particular subset with respect to the rest of the members of the universe.

Finite population: It is when all the elements in an investigation can be identified.

Production: Make something. Part of the advertising that is responsible for preparing all the realization of spaces that will go on the air.

Audience: dispersed group whose interaction is carried out through indirect means, which has the capacity to feel, think and express opinions.

Recall: Research with which it is possible to detect the degree of recall of an advertising piece.

Saturation: Full, packed.

Passer-by: Person who transits or passes through a place.

14. Design and type of research

Design of the investigation.

The research design that was carried out is of a descriptive, non-experimental type, since it is carried out without deliberately manipulating the variables and observing the phenomena as they occur in their natural context. And then analyze them. Its purpose is to investigate the incidence and way of manifesting one or more variables in a given time; that is, they describe the behavior and interrelation of one or more variables in groups of people or objects.

It describes the relationships between two or more variables at any given time, and what is measured is the relationship between variables. They can limit themselves to establishing relationships between variables without specifying causality or they can analyze cause-effect relationships.

Kind of investigation.

The type of investigation is Mixed or Combined, since it combines documentary and field research. Documentary research consists of a process that involves the review of existing documentary and bibliographic information, applying throughout its development the steps of the scientific method, each corresponding to the levels of analysis, systematization or reinterpretation of the data collected in the course of the investigation.

While field research consists of direct observation of groups, phenomena, significant events, behaviors, etc., in its purpose, which means where they operate. All the data of interest required for the research are collected directly, and in this way obtain a cause and effect response. All research of this type requires a problem and its own field of research from which general objectives are generated or hypotheses and their corresponding variables can be generated. Said investigation shall end with conclusions consistent with the objectives previously proposed.

15. Population and sample.

Population.

It is a subset of the universe made up of a certain number of variables to be studied, variables that make it a particular subset with respect to the rest of the members of the universe.

The population for the following job is made up of men and women who are inhabitants of the Municipality of Baruta between the ages of 18 and 60, who are also users of the Prados del Este highway.

When all the elements can be identified in an investigation, the population is said to be finite.

Shows.

The sample is defined as a subset of the population that presents similar characteristics. The type of sampling used was simple probabilistic, because all the people that make up the population had the same possibilities of being chosen. The population of the Municipality of Baruta is 311,041 inhabitants. 384 surveys will be carried out on men and women between 18 and 60 years old, without distinction of race, socioeconomic level or nationality.

To determine the sample, the finite population formula was taken with a coefficient of 95.5%. In this case, the formula used is as follows:

N = …………………….K2 x N x P x Q

……………………… (N - 1) x E2 + K2 x P x Q

Where:

N = Population = 311,041 inhabitants of the Baruta Municipality.

K = Degree of Reliability = 1.96 = 95%

E = Margin of Error = 0.05 = 5%

P = Favorable probability that the event will be fulfilled = 0.5 = 50%

Q = Unfavorable probability that the event will be fulfilled 0.5 = 50%

N = …………… K2 x N x P x Q ……. = ………………. (1.96) x 311.041 x 0.5 x 0.5

……….. (N - 1) x E2 + K2 x P x Q ………. (311.041 - 1) x 0.0025 + 3.8416 x 0.5 x 0.5

= 298,723.7762

778.5604

16. Data collection instrument.

Data collection techniques are the different ways or ways of obtaining the desired information for the development of research. The techniques used in this investigation were the interview, direct observation and surveys.

Direct observation was used to observe how all processes were handled; so try to inquire about the whole problem that we were raising. As complementary instruments to this, the observations were evaluated through the checklist; which is nothing more than a set of questions or propositions about the existence or absence of certain characteristics in an object or process.

The formal unstructured interview and the surveys were used as a complement to verify the observations with the opinion of the informants; since these will leave more freedom to the initiative of the person questioned. This interview and survey will be carried out with open and closed questions that will be answered within a conversation.

17. Techniques for data processing and interpretation.

The analysis of the data was done in a qualitative and quantitative way, that is, the data obtained from the techniques mentioned above were synthesized and interpreted, in order to reach the final analysis of the results, which will serve for the conclusions and recommendations of the investigation.

Graphic Number 1

1- Are you an inhabitant of the Baruta Municipality?

The first question of the survey carried out asks: that if the person lives in the Baruta Municipality, and we obtained as an answer that 100% of the sample (384 people) live and reside in the Baruta municipality since our population is finite.

Graphic Number 2

2- Do you travel through the Prados del Este Highway?

In this question we can see that 96% (367 people) of the surveyed sample travels on the Prados del Este highway; while the rest, which reflects 4% (17 people) of the surveyed sample, use alternative routes to reach their destination.

Graphic Number 3

3-How often do you transit through this place?

In the graph, it can be seen that 84% (323 people) of the surveyed sample travel a lot on the Prados del Este highway; that is, on a daily basis, either by working or living in the Baruta Municipality; and while 16% (61 people) travel little, by using alternative routes to reach their particular destination.

Graphic Number 4

4-Do you know what a billboard is?

In question number 4 it is stated that if the surveyed people know what a billboard is; 97% (372 people) of the surveyed sample answered that they do know that it is an advertising billboard, while 3% (12 people) of the surveyed sample are unaware of the topic and of what outdoor advertising is itself.

Graphic Number 5

5- Have you seen the billboards that are located on the Prados del Este highway?

In question number 5 it is stated that if the surveyed people have observed the fences located along the Prados del Este highway; We obtained as a result that 93% (357 people) of the surveyed sample had detailed and observed said fences; while 7% (27 people) of the respondents answered that they have not seen or paid attention to said fences.

Graphic Number 6

6-Do You Remember the Billboards for:

Its Colors, Design, Message, or all of the above?

In question number 6 it is exposed, which is what most attracts the attention of the users of a billboard, exposing 4 variables, color, design, message or all of the above. The response we obtained was the following 26% (100 people) of the surveyed sample: the colors of the fence are more striking; 23% (88 people) are more interested in the design of the fences; 18% (69 people) pay more attention to the messages displayed on these fences, and lastly 33% (127 people) prefer an understanding of all the aforementioned elements.

Graph Number7

7-According to your criteria, the message transmitted, in the billboards is captured by the citizen?

In question number 7 it is stated that if users believe that the message that is transmitted by the billboards is captured by themselves without any problem. The result that was obtained was that 90% (346 people) of the surveyed sample answered us that the message can be captured, due to its size, simplicity, importance; while 10% (38 people) of the surveyed sample answered no, because it tends to get lost due to the number of fences placed along it and the high speed at which they move in their vehicles.

Graphic Number 8

8- Do you think it is important to use billboards to transmit a message?

In question number 8, the user was asked if he believes that billboards are important to convey a specific message; This question gave us the result that 78% (300 people) of the surveyed sample answered us yes, which is an important way to transmit messages, products or services, due to the information they contain. And the rest answered that they do not think it is very necessary, which is represented in percentage by 22% (84 people)

Graphic Number 9

9- Do you think that the billboards installed on the Prados del Este highway are well located?

In question 9, the user is exposed if he believes that the billboards that are installed on the Prados del Este highway are well located according to his criteria. The results obtained by our sample were as follows: 55% (211 people) of the surveyed sample think that they are not well placed; because they can sometimes disrupt visibility and distract drivers; and 45% (173 people) believe that they are well located and that they do not harm anyone.

Graphic Number 10

10-According to your criteria, are there a lot or a small amount of billboards on the Prados del Este Highway?

And finally, in question 10, users are exposed to the fact that according to their criteria the number of fences existing on said highway, and the results showed that: 80% (307 people) of the surveyed sample believe that there are many fences in the Prados del Este motorway and that their placement has proliferated; while 13% (50 people) of the surveyed sample answered that they believe there are few fences on the Prados del Este highway; and 7% (27 people) of the surveyed sample believed in their opinion that the fences on the Prados del Este highway are sufficient.

18. Analysis of the results.