Advertising in Copenhagen

By: Elisabeth Duellman & hope horstmannDHA 3196Design and Society in CopenhagenMay Term 2009

Why Advertising?

• Huge, money-making field in America

• Ads so prevalent in the U.S. wanted to see if it was the same in Denmark

Multiple Differences• Billboards

• Television Commercials

• Political Advertisements

• Ads & Public Transportation

• Advertising types used in Copenhagen

Billboards• Virtually NO billboards in Denmark• Danes would rather protect

environment• Americans use billboards at every

opportunity

Commercials• Very few commercial breaks

• Not as important to Danish culture as American culture, i.e. SuperBowl ads

• Not as much television watching

Political Advertisements• American Presidential Election 2008

vs. Denmark’s EU Parliment Election 2009

See the difference?

Ads & Public Transportation• Where most ads in Copenhagen are placed• More people in CPH using public transport

than in America; 168 million people/year• Although most ads are seen in areas of public

transport, it is still not as overwhelming as the U.S.

Copenhagen Advertising• Use of Scaffolding–Widely used – Not permanent and not damaging to

buildings– Can be large and attention-grabbing

Copenhagen ads Cont’d• City Electrical Boxes– No restricting laws– Non-damaging– Highly prevalent all over CPH

CPH Ads Cont’d• Standing Advertising Displays– Practical advertising solution– Simple in design yet innovative – Endless placement opportunities

CPh ads cont’d• Other non-traditional Advertising

Structures– Fences– Poles– Pay toilets

CPH Design & Advertisements• Extensive appreciation for design in

Copenhagen. Reason for so many ad restrictions

• Desire to preserve designed environments • Less advertising competition in CPH equals

simpler ads, reflecting their love for simple and functional design. Not as much clutter to break through

What we can learn from each other

• From Copenhagen, America could learn to appreciate design for what it is, instead of covering everything up to make money

• From America, Copenhagen could learn to expand their own advertising, and to push this substantial field to a whole new level