Urban environment factors in advertising poster in Ho Chi Minh City

University of Architecture Ho Chi Minh City (UAH), 196 Pasteur, Ward 6, District 3, Ho Chi Minh City, Vietnam

^* Corresponding author: vietham97@gmail.com

Abstract

Poster design is an important part in graphic design and contributes considerably to the “green industry” – the modern advertising industry. In the era of International Integration of Vietnam, there is a large number of changes in advertising posters, and Urban Environment factors plays a very important role in this process. Advertising poster is integrated with visual languages, creating a totally new outlook on aestheticism. Special attention has given to the Urban Environment factors, and they have even become a trend, spreading to the art of design, particularly in advertising posters. The article analyses how Urban Environment factors have been expressed in advertising posters, especially in graphic elements, from concept to execution. The article focuses on Commercial Advertising Posters which is used for brands available in Vietnamese market from 2010 till now (2017). The area of research is Ho Chi Minh City, where there is a diversity of market trends and also a place which is greatly and quickly influenced by new trends in Art and Design. This is also considered as the place that can quickly absorb new trends of Arts and Culture in creating Advertising campaigns for Vietnamese market. Besides, Ho Chi Minh City is the leader in development of modern society for Vietnamese; there are many construction projects for skyscraper, plazas, living space, security for storage of belongings and for comfortable life and work of urban population.