- 著者
- 加藤 瞭 後藤 春彦 吉江 俊
- 出版者
- 日本建築学会
- 雑誌
- 日本建築学会計画系論文集 (ISSN:13404210)
- 巻号頁・発行日
- vol.81, no.730, pp.2741-2751, 2016 (Released:2016-12-30)
- 参考文献数
- 23
- 被引用文献数
- 3 4
Currently a type of outdoor advertisement, which cannot be truly defined as outdoor advertisement, is partially constructing the street landscape of commercial districts. In this study this type of advertisement is labeled as “semi outdoor advertisement”. Taking the commercial district of Ginza as a subject of research, this study will enable one to understand the character and display methods of “semi outdoor advertisement” in urban landscapes by comparing it to conventional outdoor advertisement. To arrive at a representative comparison the following 3 steps are carried out: (1.) Based on the elements of streetscapes, the 179 streets of the Ginza district are categorized into 8 different types, which can promote clear understanding of Ginza's spatial structure. (2.) By conducting a mesh analysis of the street facades as well as research on the existing conditions of advertisement installations, the amount of existing outdoor advertisement and “semi outdoor advertisement” will be quantitatively revealed. (3.) By sampling all advertisements in the streetscapes, several groups were extracted, according to their forms and information. Based on this research, advertisements in streets differ in forms and their information, which can be recognized as the difference of scenery within Ginza. Those analyses can be suggestive in order to understand regional characteristics created by streetscapes. In addition, it was revealed that near about half of the advertisement constructing streetscape within commercial districts are “semi outdoor advertisement” which cannot be regulated as outdoor advertisement. These “semi outdoor advertisement” will get more influence in streetscape and cannot be ignored, since they are increasing disorderly. These changes transform the urban informational environment, by changing the characteristics of media information and installation of advertisements. Therefore towards the streetscape maintenance in present commercial districts, it is necessary to position “semi outdoor advertisement” as the candidate of streetscape design control. In order to be able to control the design of commercial districts this study also makes evident the imperative to develop guidelines, which regulate the use of “semi outdoor advertisement”, to maintain the landscape. Furthermore, from the perspective of landscape conception, additional guidelines to make adequate use of the merits of “semi outdoor advertisement” will be necessary. In the future, we should deal with not only outdoor advertisement but “semi outdoor advertisement” in law and cityscape ordinance and hold design discussions about “semi outdoor advertisement”.