THE ADVERTISING COLUMN IN THE HISTORY OF OUTDOOR ADVERTISING IN KYIV

Abstract

Modern urban discourse views small architectural forms (street furniture) not merely as utilitarian infrastructure elements but as carriers of cultural memory and city identity. The advertising column, which appeared in European cities in the mid-19th century, became an integral part of the visual code of historical centers. However, in the history of Kyiv’s architecture, design, and advertising, this object has remained on the periphery of academic research. This oversight has led to a distorted understanding of its genesis and the proliferation of pseudo-historical stylizations in the city’s contemporary urban landscaping. The study aims to comprehensively reconstruct the evolution of the advertising column in Kyiv’s urban space (from the appearance of the first examples in the last quarter of the 19th century to the present), determine its typological classification within the context of European counterparts, and analyze the transformation of its functions amidst the digitalization of communications. The research relies on a multidisciplinary approach combining methods of art history, historical, and cultural analysis. The application of the historical-genetic method allowed for tracing the origins of vertical advertising structures and linking Kyiv’s practices to specific European prototypes. The author introduces into scientific circulation little-known facts regarding the localization of the first advertising columns in Kyiv, as well as unique examples of small architectural forms from the second half of the 20th century. The study demonstrates that the advertising column in Kyiv’s history has evolved from an innovative tool for combating informational chaos into a nostalgic decorative element. Modern attempts to revitalize this format often ignore the local historical context in favor of generic design solutions. The research highlights the discrepancy between historical authenticity and current urban practices.