Visual Pollution in Ankara: An Analysis on Advertising Signboards

Yıl 2021, Sayı: 38, 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

Kaynakça

• Adblock Bristol (2019). Our #AdfreeCitise conference 2019. 20.04.2021 tarihinde http://adblockbristol.org. uk/2019/11/adfreecities-conference-2019/ adresinden edinilmiştir.
• Ahmed, N., Islam, M. N., Tuba, A. S., Mahdy, M. R. C. & Sujauddin, M. (2019). Solving visual pollution with deep learning: A new nexus in environmental management. Journal of Environmental Management, 248, 109253.
• Alwah, A. A. Q., Li, W., Drmoush, A. A. K., Shahrah, S., Tran, D. T. & Xi, L. B. (2020). Difficulty and complexity in dealing with visual pollution in historical cities: The historical city of Ibb, Yemen as a case study. IOP Conference Series: Earth and Environmental Science, 601, 1-14.
• Aydın, C. C. & Nişancı, R. (2008). Environmental harmony and evaluation of advertisement billboards with digital photogrammetry technique and GIS capabilities: A case study in the city of Ankara. Sensors, 8(5), 3271–3286.
• Chmielewski, S., Lee, D. J., Tompalski, P., Chmielewski, T. J. & Wężyk, P. (2016). Measuring visual pollution by outdoor advertisements in an urban street using intervisibility analysis and public surveys. International Journal of Geographical Information Science, 30(4), 801–818.
• Chmielewski, S., Samulowska, M., Lupa, M., Lee, D. & Zagajewski, B. (2018). Citizen science and WebGIS for outdoor advertisement visual pollution assessment. Computers, Environment and Urban Systems, 67, 97–109.
• Cronin, A. M. (2006). Advertising and the metabolism of the city: Urban space, commodity rhythms. Environment and Planning D: Society and Space, 24(4), 615–632.
• Cronin, A. M. (2008). Calculative spaces: cities, market relations and the commercial experiments of the advertising industry. Environment and Planning A, 40, 2734–2750.
• Da Silva, M. (2020). Making sense of visual pollution: The “Clean City” law in São Paulo, Brazil. T. Davies & A. Mah (Eds.), Toxic truths – Environmental justice and citizen science in a post-truth age içinde (ss. 158– 174). Manchester: Manchester University Press.
• Demir, H. (2014). Açık hava reklamları: Kentsel kimlik mi kentsel kirlilik mi? Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1(36), 97–106.
• Dovas. (2014). Here’s how your city would look if the ads were replaced by classical paintings. Boredpanda. 09.04.2021 tarihinde https://www.boredpanda.com/omg-who-stole-my-ads-etienne-lavie/?utm_ source=google&utm_medium=organic&utm_campaign=organic adresinden edinilmiştir.
• eBelediye.info (2008). Beyoğlu belediyesi projeler: Güzel beyoğlu. 21.04.2021 tarihinde https://www.ebelediye. info/ebelediye/beyoglu-belediyesi-projeler-guzel-beyoglu adresinden edinilmiştir.
• Ertep, H. (2009). Chaos or homogenization? The role of shop signs in transforming urban fabric in Beyoğlu, Istanbul. Visual Communication, 8(3), 263–272.
• Greenstone, M. & Hanna, R. (2014). Environmental regulations, air and water pollution, and infant mortality in India. American Economic Review, 104(10), 3038-3072.
• Harvey, D. (2016). From managerialism to entrepreneurialism: The transformation in urban governance in late capitalism. Geografiska Annaler: Series B, Human Geography, 71(1), 3–17.
• Iqani, M. & Baro, G. (2017). The branded skyline? A socio-semiotic critique of Johannesburg’s architectural adverts. African Studies, 76(1), 102–120.
• Iveson, K. (2012). Branded cities: Outdoor advertising, urban governance, and the outdoor media landscape. Antipode, 44(1), 151–174.
• Koeck, R. & Warnaby, G. (2014). Outdoor advertising in urban context: spatiality, temporality and individuality. Journal of Marketing Management, 30(13–14), 1402–1422.
• Kohlstedt, K. (2016). Clean city law: Secrets of Sao Paulo uncovered by outdoor advertising ban. 99% Invisible. 01.04.2021 tarihinde https://99percentinvisible.org/article/clean-city-law-secrets-sao-paulouncovered- outdoor-advertising-ban/ adresinden edinilmiştir.
• Kwate, N. O. A. & Lee, T. H. (2007). Ghettoizing outdoor advertising: Disadvantage and ad panel density in black neighborhoods. Journal of Urban Health, 84(1), 21–31.
• Leow, A. (2007). Beijing mystery: What’s happening to the billboards? The Wall Street Journal. 09.04.2021 tarihinde https://www.wsj.com/articles/SB118.273.311880146640 adresinden edinilmiştir.
• Mahdawi, A. (2015). Can cities kick ads? Inside the global movement to ban urban billboards. The Guardian. 14.04.2021 tarihinde https://www.theguardian.com/cities/2015/aug/11/can-cities-kick-ads-ban-urbanbillboards adresinden edinilmiştir.
• Neuendorf, K. A. (2017). The content analysis guidebook. California: SAGE Publications.
• Neuman, W. L. (2008). Toplumsal araştırma yöntemleri: Nitel ve nicel yaklaşımlar. İstanbul: Yayınodası Toplumbilim Dizisi.
• Önder, S. & Konaklı, N. (2013). Görsel kirlilik ve Konya kenti örneğinde incelenmesi üzerine bir araştırma. S. Ü. Ziraat Fakültesi Dergisi, 53(9), 29–36.
• Patowary, K. (2013). Sao Paulo: The city with no outdoor advertisements. Amusing Planet. 01.04.2021 tarihinde https://www.amusingplanet.com/2013/07/sao-paulo-city-with-no-outdoor.html adresinden edinilmiştir.
• Portella, A. (2014). Visual pollution: Advertising, signage and environmental quality. London: Routledge.
• Rapidtransition.org. (2019). Adblocking – the global cities clearing streets of advertising to promote human and environmental health. 05.04.2021 tarihinde https://www.rapidtransition.org/stories/adblockingthe- global-cities-clearing-streets-of-advertising-to-promote-human-and-environmental-health/ adresinden edinilmiştir.
• Szczepańska, M., Wilkaniec, A. & Škamlová, L. (2019). Visual pollution in natural and landscape protected areas: Case studies from Poland and Slovakia. Quaestiones Geographicae, 38(4), 133–149.
• United Nations Human Rights (2014). Protecting cultural rights from excessive advertising. 10.04.2021 tarihinde https://www.ohchr.org/EN/NewsEvents/Pages/Protectingculturalrightsfromexcessiveadvertising.aspx adresinden edinilmiştir.
• Bilge, F. U. (2021). Eğlence kültürünün değişiminin mekana etkisi: Ankara-Bahçelievler, Aşkabat caddesi üzerinden incelenmesi. Social Science Development Journal, 6(23), 27–43.
• Wakil, K., Hussnain, M. Q., Tahir, A. & Naeem, M. A. (2016). Regulating outdoor advertisement boards; employing spatial decision support system to control urban visual pollution. IOP Conference Series: Earth and Environmental Science, 37 (1), 012060.
• Wakil, K., Naeem, M. A., Anjum, G. A., Waheed, A., Jamal, M. & Qadeer, M. (2019a). The assessment and mapping of urban visual pollution through an assembly of open source geospatial tools. Real Corp, April, 723–730.
• Wakil, K., Naeem, M. A., Anjum, G. A., Waheed, A. & Nawaz, R. (2019b). A hybrid tool for visual pollution assessment in urban environments. Sustainability, 11(8), 2211. file:///C:/Users/Admin/Downloads/ sustainability-11-02211.pdf
• Yaman, K. (2020). Kentlerde görüntü kirliliği sorunu. Uygulamalı Sosyal Bilimler ve Güzel Sanatlar Dergisi, 2(3), 139–150.
• Yapı.com (2001). İstiklal caddesindeki tek tip tabela uygulamasını doğru bulanlar çoğunlukta. 10.04.2021 tarihinde http://www.yapi.com.tr/haberler/istiklal-caddesindeki-tek-tip-tabela-uygulamasini-dogrubulanlar- cogunlukta_149.html adresinden edinilmiştir.
• Yılmaz, D. & Saǧsöz, A. (2011). In the context of visual pollution: Effects to Trabzon city center silhoutte. Asian Social Science, 7(5), 98–109.