Visual Pollution in Ankara: An Analysis on Advertising Signboards

Yıl 2021, , 242 - 260, 31.12.2021

Seçil Toros

https://doi.org/10.17829/turcom.934456

Öz

While outdoor advertisements are spreading rapidly in many cities, the billboards placed on highways, streets
and urban furniture become dominant in the landscapes of the cities, and facades turn into scaffoldings
for ads. Accordingly, the current literature increasingly refers to the hypothesis that advertisements
pervading public spaces cause visual pollution in cities by deteriorating the city’s architectural texture and
the landscape. This study focuses on the advertising signboards on the building surfaces and examines the extent of the coverage on the building facades for testing these hypotheses. The content analysis on
the front faces of buildings along Ankara Aşkabat Street showed that advertising signboards cover one-third
of the building facades on average, and this rate reaches up to 74 percent for several cases. Although
there is no accepted saturation limit or threshold for visual pollution, by taking this ratio into account, it
can be said that advertising signs create visual pollution on Aşkabat Street. This study provides concrete
evidence about the visual pollution caused by uncontrolled signboards and aims to contribute to the field
by proposing a quantitative method for measuring the issue.

Anahtar Kelimeler

Outdoor Advertising, Advertising Signboards, Visual Pollution, Ankara, Content Analysis

Ankara’da Görüntü Kirliliği: Reklam Tabelaları Üzerine Bir Analiz

Öz

Birçok şehirde açıkhava reklamları hızla yaygınlaşırken, otoyollara ve sokaklara yerleştirilen reklam panoları
şehirlerin peyzajına hâkim hale gelmekte, bina cepheleri reklam iskelesine dönüşmektedir. Bu bağlamda
kamusal alanlara yayılan reklamların, şehrin mimari dokusunu ve çevre görüntüsünü bozarak, görüntü
kirliliğine yol açtığı iddiası literatürde daha sıklıkla dile getirilmektedir. Bu çalışmada bahsi geçen iddiaları
test etmek amacıyla bina cepheleri incelenerek, reklam tabelalarının bina cephelerini ne oranda kapladığı
araştırılmıştır. Bu amaçla çalışma için örnek olarak seçilen Ankara Aşkabat Caddesi boyunca tüm bina
cepheleri içerik analizi yöntemi ile incelenmiştir. Yapılan analizlerde reklam tabelalarının bina cephelerinin
ortalama olarak üçte birini kapladığı ve bu oranın bazı binalar için yüzde 74’e kadar çıktığı saptanmıştır.
Görüntü kirliliği için kabul görmüş belli bir doygunluk sınırı ya da eşik bulunmamakla birlikte, bu oranı
dikkate alarak reklam tabelalarının caddede görsel kirlilik yarattığı söylenebilir. Bu çalışma kontrolsüz
tabela kullanımı ile oluşan görüntü kirliliği konusunda somut kanıtlar ortaya koymakla beraber konunun
ölçümü için niceliksel bir yöntem önererek alana katkı yapmayı amaçlamaktadır.

Anahtar Kelimeler

Açıkhava Reklamcılığı, Reklam Tabelaları, Görüntü Kirliliği, Ankara, İçerik Analizi

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