I don't see the connection between 'reserved/outgoing' and the amount of advertising, but... well, adverts are just to try and persuade people to buy, aren't they? I don't know the reason why Japanese cities would have so much more big adverts than the Netherlands, though... maybe because there are more good surface areas to display adverts on, maybe people are more consumerist, maybe the Netherlands makes more use of other advertising methods... could be any number of reasons really. :? But I do think that when there are so many adverts it kind of defeats the object because they distract from each other. In fact, even ordinary on-street adverts like in the UK where I am now, really I don't actually 'see' them in any meaningful sense, they are just part of the landscape. I wonder how is the effectiveness measured. :?