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The free association method is often employed in marketing research to investigate perceptions of a particular product or brand in different socio-cultural groups of customers. In our research, international and domestic students produced free associations in response to photographs of outdoor billboards from two different locations in one city (city centre and outskirts). The results indicate that free associations can depict qualitative aspects of outdoor billboards like poor quality (relating to the categories of  amateurish  and  fake ), problematic content (relating to  female stereotypes ,  gender stereotypes  and  cultural differences ), and that they have the potential to capture the general atmosphere of the neighbourhood (categories of  decay ,  depression ,  danger  and  past ).

Artificial, cheap, fake: Free associations as a research method for outdoor billboard advertising and visual pollution