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Professor
of MLU M.Nikulichev
(20.09.2001)
According to numerous analysts and commentators, the tragedy in New York clearly demonstrated what threats face mankind in the third millennium. In the first hours after the catastrophe, New York mobile phones were switched off, many Internet channels failed. For a certain period the informational vacuum only added to panicky mood of the people.
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| Large electronic display in Los Angeles broadcasts the speech of President Bush immediately after the terrorist attack. | Large electronic display in Los Angeles broadcasts the speech of President Bush immediately after the terrorist attack. |
In these conditions, huge outdoor displays became an important informational tool for a large city. The displays that usually incessantly display commercials were now broadcasting live reports from the site, presidential address to people, warnings from the authorities and recommendations on proper behavior in these extreme circumstances.
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| Large display in an airport broadcasts live events from New York. | Large electronic display owned by ABC TV company. |
We have written time and again that electronic displays of large formats may perform not only the advertising function but also an essential function of informational support of population in case of emergencies. That is exactly what happened in New York where large “street television sets” became an extension of CNN. No doubt, the world has to reconsider the problems of security in large cities. From now on, networks of large electronic displays will perform an indispensable role in plans of organizations and special services responsible for protecting population and clearing up after catastrophes.
[ pictures above were taken from http://dailynews.yahoo.com/h/g/ts/?u ]
The International Moscow Autoshow became a noticeable event in the otherwise sluggish cultural life of Moscow in August. For several year organizers have been promoting the event. As a result, Moscow Autoshow has become prestigious, and no serious manufacturer or distributor may afford not to participate.
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| Moscow exhibition center "Krasnaya Presnya". | Crowds of people came to see the show. A haven for advertizers |
Apart from professionals who visit the exhibition on business, it turns into a Mecca for curious moscovites and tourists. The atmosphere is lively. Exactly the type of atmosphere when people are relaxed and prone to be affected by any outside information, i.e. advertising. That is why advertising is present everywhere in all forms and types: leaflets, brochures, balloons, plastic bags, and video advertising.
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| Antarecs or cubes display at Hyundai stand. Fairly poor visibility. | 4 TV sets at Audi stand. Images are not synchronized. |
Firms of simpler status restrict themselves to TV sets. Reputable firms use a series of TV sets, or projection displays. For a specialist it is quite exciting to walk around pavilions looking not at flashy cars but at various types of displays. Projection (or plasma) displays indoors are quite useful: they are sufficiently bright and have good color saturation.
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| Not enough bright projection display. | Not enough bright projection display. |
However, installed outdoors the projection displays are practically invisible. But the weather is perfect, there are plenty of people outdoors, it is just the place to attract them by commercials. The solution is obvious: in such conditions you need an electronic display. The mobile LED displays are still rare in Russia, but they appear at various shown nonetheless. However, the Autoshow did not have one. A pity. A display would be definitely worth installing there.
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"Bright" gas-discharge display completely unsuitable for outdoor performance. The image is hardly seen at all. That's why nobody's looking! |
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Well-positioned projection display at VolksWagen stand. |
Bright projection video display at Renault stand. |
More professional approach to advertising was noticeable at the Airshow in a little town of Zhukovsky near Moscow. The mobile LED display was the hit of the show. It was obvious that videodisplay is very effective. In Europe and North America hardly any exhibition is organized without an electronic display. In Russia it is still a novelty.
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| Bright mobile video display at the Airshow in Zhukovsky. During flight performances hundreds of people would gather around to see flights at closer range. | Bright mobile video display at the Airshow in Zhukovsky. |
As the videodisplays becoming cheaper, lighter and easier to maintain, they push aside all other types of outdoor advertising. It is inevitable that in the near future there will be plenty of displays everywhere, and then the carnival atmosphere of exhibitions and shows will be enhanced by lively colors of electronic advertising.
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| Bright mobile video display at the Airshow in Zhukovsky. | Bright mobile video display at the Airshow in Zhukovsky. |
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| Live video on the bright mobile video display at the Airshow in Zhukovsky. |
New displays in Russia [to top]
Recently a new display appeared in the streets of Moscow. In fact, the site near the Hotel “Moskwa” was given to an electronic display quite a long time ago. But it was viciously criticized for being so small that drivers and passengers could hardly see anything written on it. True, in a large city with its long streets and wide squares small sizes of advertising “disappear”.
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| Large electronic display sign display in Moscow at Manezhnaya Square. | Large electronic display display sign for outdoor advertising in Moscow. |
The company “Tikhaya Gavan’”, the display operator, reacted to these critical remarks positively: they installed a much bigger display in the same place. The difference is obvious. The efficiency of advertising is much higher and it is much more interesting to watch commercials while standing in a traffic jam.
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| Large electronic outdoor advertising display at Manezhnaya Square. | Large electronic display in the center of Moscow at Manezhnaya Square. |
Recently one more display was commissioned in Vladivostok. Operators have selected a very fashionable spot in the center of the city that will guarantee high returns of this enterprise. However, the distance to potential viewers was not evaluated correctly. Installed on a high roof, the linear dimensions of the display are not big enough. Nonetheless, it is very gratifying that slowly but surely electronic displays move into prominent positions in our cities.
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| Outdoor advertising display in Vladivistok (Russia). | Outdoor advertising display in Vladivistok (Russia). |
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| display in Vladivistok (Russia) for outdoor advertising. | display in Vladivistok (Russia) for outdoor advertising. |