A STUDY OF BILLBOARDS AND JUNKYARDS AS RELATED TO SOME ASPECTS OF THE AESTHETICS OF THE HIGHWAY ENVIRONMENT

THE EFFECTS OF BILLBOARDS AND JUNKYARD SCREENING UPON THE DRIVING PLEASURE OF MOTORISTS WERE INVESTIGATED. TWO COLOR MOTION PICTURE FILMS WERE PREPARED, ONE DEPICTING VARYING OCCURRENCES OR DENSITIES OF BILLBOARDS ALONG THE HIGHWAY, & THE OTHER DEPICTING VARYING DEGREES OF JUNKYARD SCREENING. THE VIEWERS OF THESE FILMS WERE ASKED TO INDICATE THEIR REACTIONS. THESE REACTIONS WERE ANALYZED USING PSYCHOMETRIC TECHNIQUES IN ORDER TO ESTABLISH PSYCHOLOGICAL SCALES WHICH WERE THEN RELATED TO PHYSICAL SCALES BY REGRESSION ANALYSIS. THE PHYSICAL SCALES WERE MEASUREMENTS OF JUNKYARD SCREENING (PERCENTAGE) AND BILLBOARD DENSITY (SIGNS PER MILE). IT WAS FOUND THAT THE PARTICIPANTS DISLIKED ANY OBVIOUS PRESENCE OF JUNKYARDS AND THAT INCREASES IN SCREENING LED TO LESS OBJECTIONABLE SITUATIONS. IT WAS ALSO FOUND THAT BILLBOARDS WERE CONSIDERED UNATTRACTIVE, THAT INCREASING BILLBOARD DENSITY LED TO DECREASING PLEASURE AND THAT APPROXIMATELY EIGHT BILLBOARDS PER MILE WAS A MAXIMUM ACCEPTABLE OR TOLERABLE FREQUENCY. /AUTHOR/

  • Supplemental Notes:
    • Rept No 18, 199 PP
  • Corporate Authors:

    Purdue University/Indiana Department of Transportation JHRP

    Purdue University, School of Civil Engineering
    West Lafayette, IN  USA  47907-1284
  • Authors:
    • MACGILLIVRAY, C I
  • Publication Date: 1969-6

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Filing Info

  • Accession Number: 00204782
  • Record Type: Publication
  • Files: TRIS
  • Created Date: Jan 19 1970 12:00AM