Abstract
This article examines the negative impact of visual commercial advertising elements, particularly faсade signs and outdoor advertising, on the aesthetics of the architectural environment in Astana, Kazakhstan. The study analyzes the causes of this situation, including the transition to a market economy, nascent regulatory frameworks, and the focus of private entrepreneurs and advertising agencies on aggressive marketing approaches. The article presents the results of field research and a survey of Astana residents, confirming public dissatisfaction with the current state of the visual environment. An attempt is made to analyze the effect of regulatory documents (including the Astana design code) to assess their effectiveness in regulating visual commercial advertising elements in the context of shaping the aesthetic appearance of the urban environment. Based on a study of international experience in cities such as Paris, Vancouver, and Moscow, directions and strategies are proposed for improving the regulation and integration of visual commercial advertising elements into the urban landscape, with the goal of streamlining visual space and creating a harmonious architectural appearance of the city. The proposed strategies will be useful to specialists in urban studies, architecture, and urban design, as well as city planners, local government officials, outdoor advertising specialists, and businesses. The key elements of commercial information discussed in this article include advertising objects, signs, and identification marks. This article examines the impact of visual commercial information elements on the aesthetic qualities of the urban environment during the daytime and does not address lighting design at night.