Outdoor advertising signs in the townscape: A visual resource?

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.