Visual Pollution

A few days ago as I was driving I heard on the radio a talk show. One of the hosts of the show mentioned something about brainwashing advertising he saw in a metro station in London (if memory serves me write). This got me thinking (and now writing) that something needs to be done. The fact is that screens are going to be installed everywhere. The market forces around them have little to no respect of people and communities.

There are technology companies out there who sell hardware and software solutions for managing visual content and screens - and they are interested in selling their products. They are insensitive to content. As time goes by they are realizing that content is key to selling their products so they are making some very cost-efficient efforts. On good days they will be buying cheap stock content to occupy their screens (so you will see a tranquil waterfall running in the background as a disturbing news headline in a nasty font travels repeatedly across the screen). On bad days they will partner with content specialists - advertisers.

There are already many specialized screen technologies that are dedicated to advertising. Screens are being installed as advertising real-estate. In some countries it is illegal to talk on your cell-phone because it can distract you from the driving - but it is OK to install a huge screen in a busy junction and run advertising promos on it - as if that is not distracting. Advertising is a powerful force - huge funds are invested in it by advertisers and they expect results. Advertisers are pushed to find more and more innovative solutions on how to intrude on our lives to expose us to their content.

Advertisers and technology solution providers are already infiltrating public spaces by creating an offer that can’t be refused. They will install the screens and they will deliver the content. They will promise an increase in sales (where it is relevant) and a check at the end of the month - a payment for the visual screen real-estate. It’s really tempting.

I don’t think this can be stopped - it’s already happening. I also think that advertising is a legitimate tool in business - it can be used respectively and it can be exploited. I do think that something can be done to turn down the volume. SweetClarity is an effort to bring a different vibe into our day-to-day life. We all want it and we all need it. But we have to make an effort! Complaining will not get anything done.