IMPACT OF ADVERTISEMENTS ON THE ARCHITECTURAL IMAGE AND ITS PERCEPTION BY CONSUMERS (BASED ON THE EXAMPLE OF THE KHARKIV METRO STATIONS)

The paper considers the issues, particularly relevant for the current state of society, regarding the unrestrained distribution of advertising messages in the architectural environment, especially in the underground space of the metro. As a result of this expansion, copyright is violated, the architectural image is distorted, extraneous meanings are introduced, and a “carnival" style is formed that is not typical for engineering infrastructure facilities. The necessity is postulated to involve the community in the process of forming an opinion regarding these phenomena and making certain decisions. A methodology is proposed for assessing the opinions of consumers, in this case, passengers of the Kharkiv Metro. Questions have been developed in order to record and scale respondents' opinions.