This article explores the urban iconosphere at the intersection of art, advertising, and visual perception, examining how images and visual messages intertwine and shape the contemporary visual landscape in urban environments. Based on Román Gubern's conceptualization, it analyzes how the boundaries between art and advertising blur, allowing aesthetic and commercial elements to converge and create new visual meanings. Additionally, it emphasizes the active role of the spectator, highlighting how they co-construct visual meanings based on their cultural context and personal experiences, drawing from theories such as those proposed by John Berger. This approach not only enriches the academic understanding of contemporary visual culture but also provides relevant perspectives for advertising practice and theoretical studies in visual communication, contributing to the discourse on the evolution and impact of images in modern society.
