Outdoor advertising signs in the townscape: A visual resource? : this study is submitted in partial fulfilment of the requirements for the Diploma in Landscape Architecture, Lincoln College, University of Canterbury
Abstract
Advertising is recognised to be an essential service in today's world. Amongst other things, it serves to
keep consumers informed of services and goods available
and locations where they may be bought.
However, outdoor advertising signs can be visually
unappealing and as such denigrated by members of the public.
Yet while advertising of any kind is justifiably condemned
in a wilderness landscape - a 'natural' landscape where it
is incongruous - that is not to say that it must be outlawed
everywhere.
In the shopping centre, entertainment area, commercial
area, advertising can be justified - it is appropriate there
and is all part of the feeling of "place". The problem
remains, however, of integrating advertising signs to the
townscape. The goal of this study is to investigate the proposition
that outdoor advertising can be a positive feature in
the townscape.
To attain this goal, five objectives are identified.
The first is to review the literature on outdoor advertising.
This serves to provide an overall context for the present
study. The second objective is to develop and apply a
technique in visual quality assessment. The third objective
is to review regulations used to control outdoor advertising.
The purpose of this is to evaluate the success or otherwise of these controls in integrating outdoor advertising in
the townscape. The fourth objective is to consider outdoor
advertising signs as a design potential in the townscape
and the methods by which outdoor advertising can be
better integrated into the townscape.... [Show full abstract]
Keywords
advertising; visual; signs; outdoor advertisingFields of Research
120107 Landscape Architecture; 150502 Marketing CommunicationsDate
1984Type
DissertationAccess Rights
Digital dissertation can be viewed by current staff and students of Lincoln University only.Collections
- Dissertations [466]
- School of Landscape Architecture [368]