The city as an advertising space

The significance of the goods and also the essence of their meaning are changed within the consumer society of the modern city - the symbol of goods is more important than their usefulness. Everything becomes subject to the logic of the commodity, and in these circumstances, the city treated as a commodity is becoming an object of consumption and thus, suffering changes. This process is supported by advertising and branding as modern societies' strategies, but also by the influence of the media in terms of imposing values ??and artificial creating of needs. The ascendancy of the visual, the dominance of signs and importance of advertising in modern society, have changed the architecture and the city. The city has become a flow of communication with consumers, and the architecture has become a tool for advertising. The advertisement on architecture has become a sign for the object of consumption where it is located. The building no longer has its own meaning. The sign as a modern means has replaced what used to be a means of communication with consumers. Communication which is performed through interaction with signs, becomes dominant feature in the space. Installation of advertisements over architecture in order to transfer the message to consumers, represents the dominance of signs in the space in relation to architecture. These signs make up the place. Global use of universally understandable vocabulary of advertising contributes that cities achieve global aesthetic uniformity. By acquiring commercial uniformity, objects lose their identity, and therefore the importance of a landmark in the city