نوع مقاله : مقاله پژوهشی
نویسنده
استادیار، گروه ارتباط تصویری، دانشکده هنرهای تجسمی، دانشگاه هنر شیراز، شیراز، ایران.
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
The urban landscape is important to have effect on citizens' perception of the experience. Urban signs are one of the most important elements of the urban landscape known as an integral part of the body of cities, so that an important part of commercial activities in cities is dedicated to this issue. It seems that the proper use of urban advertisements causes diversity and visual beauty in the space and urban landscape, Shiraz advertising boards have caused confusion in the city and the city landscape for various reasons. In the present research, an attempt has been made to identify strengths, weaknesses, opportunities and threats based on the proposed rules and regulations for the organization of urban billboards in Iran with the SWOT analysis method, through field observations of advertising billboards in district one. They were studied from four aesthetic aspects, objective, functional, spatial and sustainable, so that solutions can be proposed with a pathological approach in solving the existing problems of advertising billboards and its effect on the Shiraz’s urban landscape. The aim of research is to provide strategies to improve the effective qualities of advertising billboards on the urban landscape of Shiraz. The analysis of the quality indicators of the advertising billboards obtained in the eleven districts of Shiraz was investigated and carried out with the SWOT. The results indicated opportunity factors have the highest weight in improving quality of the urban landscape through advertising billboards, and among the factors categorized in the form of seven components, the social-sustainability component is the first priority and then Spatial-historical component, technical, physical-spatial, cultural-spatial, objective and functional aesthetics have the same effect. the first and second hypothesis that billboards have acted against the rules and standards of advertising in most cases, and they have damaged the urban landscape, it will be rejected.
کلیدواژهها [English]
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