Installation in Outdoor Advertising Designs: Engagement with Graphics and Sculpture 3D Interface

Abstract

Out- of- home advertising transcends time. Today, it covers broad spectrum of referencing. The medium dates back to over 5000 years ago when the Egyptians used obelisk as directional sign for travellers. Subsistent economy in the South East and part of South-South geographical zone of Nigeria used the yam barn as attention getting device as well as storage system. Conventional outdoor platform came into existence in Nigeria since 1929, but from 1980s, optional site specifics were located in vintage positions in form of Installations. The 3D sculptural art form as a reminder medium, positions popular brands such as Star lager beer, Guinness and Milo beverage. Dictates of globalization experienced in Integrated Marketing Communication (IMC) now uses installation as movable promotional medium seen in Triple.X Historical and analytical methods in addition to advertising theory espoused by Edward Meyer were used to position findings. By implication, advertising theory, practice and postulations worked to facilitate s transition since 1980s onto the globalization today. Triple.X promotional outing positions Nigeria’s practice in time and space but lags behind the level of practice in advanced countries where diverse method of out- of- home designs are in competitive mode.

Keywords: Out- of – home. Product promotion, s and Installation