The History of Ethiopian Advertising IV

in the first section of part III, ‘the Age of Experimentation,’ we left off by posting three important questions to mull over in regards to unregulated billboarding. For reminders sake, the three thought provokers were:-
u Should there be a limit to the length of time billboards can be displayed? If such municipal regulations exist, are they being adequately enforced?
uHow proper is it to display prophylactics, alcoholic beverages and other socially sensitive products?
u Haven’t the authorities set a prescribed maximum number of billboards within a defined public space? If not, why?

This writer is pleased to state that these points elicited a surprising level of reaction from readers. It is always rewarding to write for public consumption but it is even better when a writer’s humble words serve to galvanize public commentary for the common welfare. Encouraged by the interest raised by ‘The History of Ethiopian Advertising’, it was necessary to take the above questions, among others, to the street and conduct an informal on the spot survey. Hopefully, readers will excuse the stopover as they had rightfully expected Part IV entitled, “The Reckoning – In the face of globalization”, which will appear next week. This installment was unavoidable as strong public reaction to the Era of Experimentation (PIII) exposed the depth and strength of sentiments about the obnoxious proliferation, and cultural oversight that identifies virtually all billboards in Addis.
The street survey, despite its necessary informality, did have a set of objectives to be met within certain parameters. Mainly, the locations of the billboard forest should as correctly as possible be representative of North, South, East and West with once beautiful Mexico Square as the hub. The strategic square (why was it called Mexico? … read Capital features and you’ll find out soon enough) is a good jump off point because of its many directional options and also since it has the highest density of billboards per square meter in Addis.
The Snap Survey
Place:- Mexico Square – standing alongside the technical school wall and building (Unrecognizable behind the huge signs)
Action:- Approach a middle aged man, strange but he looks like a teacher. Takes one to know one. Good, he’s getting his rather scuffed but good quality shoes shined. That means, he is not in a rush…
“Good morning (my brother), I’m from the Capital, an English language newspaper”. I say, handing him my card. There is something about cards that just opens doors like nobody’s key. Cards are discrete but yet so powerful.
Keeping the conversation going, I asked him what he thought of the billboards almost enveloping us.
“Specifically, do you think they stay up too long, advertise things you don’t want your children to see and are just too numerous?”, I prodded.
Excitedly nodding his agreement, the metallurgy instructor (I’m telling you I have ESP!) said,
“Yes, I think all these billboards, banners, streamers and other advertising have destroyed this beautiful square. There is also another problem besides those three you raised and this is the fact that billboards, in the late evenings, have become ‘scent spots” because just like canines, passersby urinate on the supporting pillars. The stench is unbearable in the heat of mid-day.”
Billboarding is here to stay and there is no argument that billboards serve a purpose, even a public duty in the case of condom ads. However, much can be done to at least manage the ‘industry’ by, as mentioned earlier, devising laws.

Billboards
u Proliferate
u Have undue longevity
u Display uninspired messages
uShow erotica
u Obstruct views
u Source of pollution

A Lasting Solution
Technology may yet be a viable solution. Replacing metal billboards with sonic screens is the best option. Ofcourse, cost constraints will be challenging but it is the least we can do to redeem the cityscape. Electronic billboards are the future.