عنوان مقاله [English]
Background: One of the current challenges in the life of metropolises is the existence of visual pollution along with other environmental pollution, which of course is less said or written about. Urban advertising is one of the manifestations of development in cities, which has brought visual pollution to citizens. Interestingly, as the level of growth and development of cities increases, so does urban advertising, and consequently the visual pollution caused by urban advertising also increases.
Objective: The main purpose of this research is to improve the quality of appearance and urban towncape in the field of urban advertising and also to rank the impact of components and physical indicators of urban advertising in the production of visual pollution in townscape and provide a practical solution to reduce this pollution for Tehran.
Methodology: Research based on quantitative survey method and questionnaire tools in the field of physical indicators of urban advertising include: design indicators, location of urban advertising structure and graphic design of advertising message; After validation and reliability of indicators and items, 399 citizens of Tehran were conducted as a research sample and the results of the questionnaire were analyzed in the structural equation model (SEM) and the effect of each of them on visual pollution was ranked.
Results: The research shows that the most important physical indicators of urban advertising underlying visual pollution are location, advertising structure, structural design and graphic design of advertising message, respectively.
Also, the most important sub-indicators of each indicator are as follows; In the location index of structures, respectively (density of structures, misalignment of class boards, blocking of art-architecture-natural landscapes-legibility of urban signboards), in the index of structural design (shape, lighting system and height of the structure) and in the graphic design index (number of words) , Abbreviations and graphic design images are the most important factors.
Highlights: Considering the impact of urban advertising on the quality of urban landscape and on the other hand the lack of research in this field, this article tries to explain the importance of urban advertising in urban landscape planning and design.