Cycling through the Landscape of Advertising in Amsterdam: A Commuters Perspective

Patrick Moore and Marco Helbich
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Patrick Moore: Department of Human Geography and Spatial Planning, Faculty of Geosciences, Utrecht University; Princetonlaan 8a, 3584 CB Utrecht, The Netherlands
Marco Helbich: Department of Human Geography and Spatial Planning, Faculty of Geosciences, Utrecht University; Princetonlaan 8a, 3584 CB Utrecht, The Netherlands

Sustainability, 2020, vol. 12, issue 14, 1-14

Abstract: This paper examines how outdoor advertising shapes the perception and meaning of commuting for cyclists in Amsterdam (The Netherlands), and how individualised constructions of place arise during the journey. New insights are developed for a sustainable urban policy, whilst challenging consumer research methodologies through an emphasis on urban rhythm. Interviews were enhanced through the use of video cameras, capturing the visual attention of advertisements and recording bodily engagement with the road. In contrast to much academic and industry research, it is found that the reception of advertising landscapes differs significantly between transportation types, with socio-cultural differences specific to Amsterdam also determining distinctions for cyclists. The use of data by advertisers to track the movement of cyclists is a contentious issue, with wider consequences for privacy and consent in urban daily life. This paper breaks new ground for sustainability in cycling, re-evaluating the daily-embodied experience of commercial landscapes for commuter-cyclists.

Keywords: commuting cyclists; rhythms; outdoor advertising; consumption; embodied experience (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
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