| Title |
The Comparative Analysis on the Perception of Citizen and Sponsors on the Outdoor Advertising Signboard for Better Streetscape |
| Authors |
Choi Yeol ; Yim Ha-Kyoung |
| Keywords |
Outdoor Advertising Signboard ; Streetscape ; Perception ; Sponsor ; Citizen ; Nonparametric Test |
| Abstract |
The aim of this paper is to make a comparison with the difference between citizen's perception and sponsors' on the outdoor advertising signboard and streetscape. Nonparametric tests, which do not require any distributional assumptions, is employed to compare empirically with two groups' opinion.
The major findings are as follows;
It is found that most of citizen think outdoor advertising signboard current situations are so bad and spoil awfully the streetscape independently of CBD and subcenter area in Busan. Irregular signboard's size and irrelevant sticking type are the main factors which spoil the streetscape, and thus citizen think that weird signboard's use be restricted and signboard's size and number be standardized in line with it's buildings. The opinion on the outdoor advertising signboard is not so different from district's characteristics, but is at large different between citizen and sponsors. Citizen, differently from sponsors, indicate that the signboards with round and picture shape and images rather than letters may be improving streetscape,
While citizen perceive outdoor advertising signboard's serious situations and require strong measurements for better streetscape, the sponsor represent different opinions disagreeing with citizen. Therefore, sponsor's more positive attitude against current situations should be reconsidered for better streetscape improvement above all. |