Strategic Analysis of Advertising Billboards’ Effect on Shiraz Urban Landscape: A Case Study of Shiraz District One

Advertising billboards are one of the building elements of urban landscape and the body of the cities, which have an impact on quality of space and urban landscape, and if the regulations and standards are not followed, it makes it possible for the urban landscape and texture to disappear. In the present research, based on the importance of Shiraz district one, an attempt was made to identify the effective components in the advertising billboards of Shiraz district one and its effect on urban landscape of this district with the method of field observations and interviews, SWOT strategic analysis technique, in order to be able to find an optimal strategy, in order to improve the urban landscape and optimize the advertising of billboards in Shiraz district one to be used. The findings showed that the total score of internal strength factors of advertising billboards is equal to 5.493, internal weakness factors 2.732, external opportunity factors 3.203 and external threat factors 3.583. The results showed that aesthetic, functional, technical, space and social stability, safety and skeletal components play a significant role in the effectiveness of advertising billboards on the urban landscape. The technical components have the highest effectiveness. Social-safety, skeletal and spatial components seem to be threats in spite of compliance with most of the standards and regulations, due to installation in an inappropriate place such as on the left side of the road, sidewalk or in the visual triangle, non-compliance with the standard of skeletal characteristics such as advertising skeletal dimensions or distance from ground. Non-compliance with privacy standard of advertising billboards and the lack of proper lighting and attention to the cultural and historical context do not have the necessary visual desirability. It is necessary to apply revisions and reforms in this field. Compilation of general quantitative and qualitative standards and providing optimal models and examples to encourage and guide public taste were seen as appropriate.