“脉动”立体广告惹争议，创意与公共空间的边界在哪里？

Core Viewpoint - The controversy surrounding the 3D advertising installations by Danone's brand Pulse highlights the tension between creative marketing and the use of public space, raising questions about the boundaries of advertising in urban environments [1][4]. Group 1: Advertising Impact - Pulse's 3D advertisements, featuring oversized beverage bottles, aimed to create an immersive brand experience in high-traffic areas like bus stops, reflecting a trend towards dynamic and interactive outdoor advertising [2][5]. - The campaign has generated significant user-generated content (UGC) and social media buzz, indicating a short-term success in brand visibility and engagement [5]. Group 2: Public Space Concerns - Citizens in cities like Guangzhou and Chongqing reported that the installations encroached on limited waiting areas, reducing available seating and obstructing movement, which led to safety concerns [3][4]. - The backlash prompted discussions about the need for thorough real-world assessments before implementing creative designs in public spaces, emphasizing the importance of balancing advertising with user experience and safety [3][4]. Group 3: Broader Implications for Marketing - The incident reflects a broader issue in urban advertising, where creative designs often overlook the practical implications for public space usage, leading to a disconnect between brand expression and community needs [4][6]. - Future advertising strategies should prioritize not only visual impact but also user-friendly design and respect for public space, fostering a sense of responsibility among brands as "city partners" rather than temporary occupants [6].