Intrusiveness of Outdoor Advertising and Visual Information

( Vol-2,Issue-12,December 2016 )

Author(s): Lakshika Meetiyagoda, Eshi Wijegunarathne, Jagath Munasinghe

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Page No: 2127-2135
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Keywords:

Entropy, Perception, Intrusiveness, Outdoor advertising, Visual information

Abstract:

The placement of outdoor advertising is a crucial task where people identify those are as intrusive elements of the built environment. Thus, there is a need of finding, why outdoor advertisements are considered as intrusive elements. In this background, this research aims to examine an association between the level of intrusiveness (a negative visual quality) and the level of visual information. The methodology of this research includes Shannon’s Information Theory based entropy values to measure the level of visual information and the level of intrusiveness is evaluated by conducting a perception survey. The result of the level of visual information is correlated with the road users’ perception to see the association. The findings of the research are, the t-test result shows the outdoor advertising add visual information to the built environment and the correlation analysis depicts a positive correlation between the level of visual information and intrusiveness. Moreover, this research introduces a widely applicable methodology that proves the possibility of employing entropy to measure the visual information and permits advertisers and planners to objectively decide the placement or elimination of outdoor advertising.

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