Pathology of Environmental Advertising Management of Tehran Metropolis

Introduction and Background: Everything in urban space affects the beauty, lifestyle, culture, habits and behaviors of citizens and ultimately affects the city’s identity. One of the main elements that plays in different ways in urban space is environmental advertising. Advertising is the most effective way of delivering cultural and business messages to audiences. All types of advertising in the open space, whether urban or suburban, are environmental advertisements. Such adver-tisements are displayed in different parts of the city in various ways such as wall paintings, billboards, urban furniture, portables, buses, subway and courtyard corners, street floor, optical and laser stands and stands everywhere in the city. It seems that urban spaces have been hit by environmental advertising. This has led the city to face more and more challenges. The purpose of this study was to identify the damage caused by environmental advertising management in Tehran. The present study was conducted using qualitative method and thematic analysis. This analysis involves a continuous sweep between the data set and the set of coding and analyzing the data that was created. The theme is a duplicate and distinctive feature of the text which, according to the researcher, reflects a special understanding and experience in relation to research questions. Data were collected using a library and interview method. The sample consists of 34 experts, managers and experts related to environmental advertising; these interviews continued until the data collection was saturated.
To select the interviewees, first the targeted-sampling and then the snowball sampling method was used and the MAXQDA software was utilised to analyze the interviews and plotting the content network model. Findings and research results in 8 main themes: management pathology, socio-cultural pathology, psychological pathology, legal pathology, economic pathology, aesthetic pathology, environmental pathology and infra-structure pathology has been organized.