Study and evaluation of outdoor advertising in urban spaces (Case study: distance between Enqelab square and Valiasr intersection in Tehran city)

Subject Areas : Urban Environment

omid heydari ¹ , Lobat zebardast ² , faheime asgarirad ³

1 - MSc, Environmental Planning, College of Engineering, Faculty of Environment, University of Tehran, Tehran, Iran * (Corresponding Author)
2 - Assistant Professor, Eenvironmental Pplanning, College of Engineering, Faculty of Environment, University of Tehran, Tehran, Iran
3 - MSc, Environmental Planning, College of Engineering, Faculty of Environment, University of Tehran, Tehran, Iran

Received: 1970-01-01 Accepted : 1970-01-01 Published : 1970-01-01

Keywords: Outdoor advertisements, Urban spaces, Environmental graphic, Visual pollution,

Abstract :

Abstract Background and Objective: Outdoor advertising is a new medium in Environmental Graphic which has been taken into account in urban sceneries and passages of Iran. This type of advertisement is of high importance in primary design of cities, proper application of urban spaces and consideration of texture and social position of a city. The aim of this study is to assess and prioritize the turbulence intensity of the elements of outdoor advertising index within the studied domain. Method: The method used in the current study is a descriptive-analytic type. The required data were obtained through a questionnaire (Likert scale). In the hypothesis adopted in this study it was expected that a visual turbulence in frontage indicatordoes not exceed the average. To examine the current hypothesis six factors of undesirable vision by existing disharmonic rhythm in frontage, undesirable vision caused by posters and advertisement installation, undesirable vision caused by existing dirty boards, improper boards in terms of shape, size, legibility, inappropriate size of buildings’ doors and windows, undesirable vision caused by existing annexations on buildings for view and advertisement were determined. The hypothesis was examined by utilizing statistical average methods. Then each factor was analyzed by Analytic Hierarchical Process (AHP). Findings: Frontage and advertisement index of factors were determined by identifying different aspects of outdoor advertising. Considering the experts’ opinions and field trip, undesirable vision factor caused by posters and advertisement installation had the highest pollution, whereas inappropriate size of buildings’ doors and windows had the least pollution. Discussion and Conclusion: Results showed that the hypothesis is acceptable and the amount of it is not more than average. Hence, among existing outdoor advertising in the studied domain, advertisement on pavements causes the most exciting and visual turbulence by gaining a “high” grade and billboards have the least effectiveness in creating environmental turbulence by gaining a “very low” grade.

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