Abstract
Advertisement plays a role to create an effective communication among societies and urban environment. Its existence has enabled urban society to access information. In the very dynamic era of Yogyakarta society today, advertisement undeniably has been becoming one of the essential components in modern urban landscape. However, inaccuracy of advertisement design conversely can emerge inconvenience and interruption for society. Again it can also lead to the decline of the urban visual quality. Advertisement regulation in Yogyakarta, therefore, is required. In this paper, a study on advertisement regulation in Yogyakarta is conducted using a descriptive-qualitative approach based on the analysis on the communication aspect and spatial aspect. The results are used in recommending for the advertisement regulation based on three criteria: aesthetics, ethics, and safety. Aesthetics is in consideration of cultural values suitable in Yogyakarta (Local Regulation of Special District of Yogyakarta (DIY) No.4/2011) and visual consideration (American Society of Landscape Architects, 1979). Meanwhile, ethics is in accordance with Government Regulation 109/2012 and Law No. 11 Year 2010 and safety, in turn, is in accordance with Government Regulations No. 34 year 2006 and Regulations on Building No. 28 Year 2002.
Highlights
Dynamism in life development has led to the increase of society needs for any commercial products
In Special District of Yogyakarta, this phenomenon is remarked by how complex the issue is in installing an advertising device or sign in certain area for involving certain interests: the interest of the advertisement installers, the interest of the authority of the area where the advertising sign is placed, and the interest of society seeing the advertisement
The existence of the advertising signs in an urban space frequently blocks the sight to the urban elements that, are interesting such as the building architecture and the urban landscape elements
Summary
Dynamism in life development has led to the increase of society needs for any commercial products. This contributes to the emergence of mushrooming advertisement as one of commercial communication devices. In Special District of Yogyakarta (locally abbreviated as DIY), this phenomenon is remarked by how complex the issue is in installing an advertising device or sign in certain area for involving certain interests: the interest of the advertisement installers, the interest of the authority of the area where the advertising sign is placed, and the interest of society seeing the advertisement. This is in line with the opinion of Sunarimahingsih (2013) stating that inaccuracy in advertisement designs, in turn, can emerge the inconvenience and interruption for society. It can lead to the decline of the urban visual quality
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