| 논문명 |
가로경관 개선을 위한 옥외광고물에 관한 시민과 광고주간 인식 비교분석 / The Comparative Analysis on the Perception of Citizen and Sponsors on the Outdoor Advertising Signboard for Better Streetscape |
| 저자명 |
최열(Choi Yeol) ; 임하경(Yim Ha-Kyoung) |
| 발행사 |
대한건축학회 |
| 수록사항 |
대한건축학회논문집 계획계, v.22 n.3 (2006-03) |
| 페이지 |
시작페이지(135) 총페이지(9) |
| ISSN |
12269093 |
| 주제분류 |
계획및설계 / 환경및설비 |
| 주제어 |
옥외광고물 ; 가로경관 ; 인지 ; 광고주 ; 시민 ; 비모수 검정//Outdoor Advertising Signboard ; Streetscape ; Perception ; Sponsor ; Citizen ; Nonparametric Test |
| 요약1 |
본 연구는 옥외광고물의 실질적인 이용자인 일반시민과 제작주체인 광고주들이 인식하고 있는 옥외광고물의 일반적인 문제점들을 비교분석하고 가로경관에 영향을 끼치는 옥외광고물의 구성요소 및 규제방안에 대한 인식차이를 비모수 검정을 통해 실증분석 하고자 한다. |
| 요약2 |
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. |
| 소장처 |
대한건축학회 |