Problematyka reklamy zewnętrznej na obszarach cennych przyrodniczo, przykład otoczenia Tatr

Abstract

Outdoor advertising is increasingly being used as a medium in marketing. It allows a simple and effective way to reach potential customers. Outdoor advertising as „the only medium that cannot be turned off” is growing faster than traditional means of marketing communication; it results in an increase in the intensity of its occurrence in public space. However, it is accompanied by negative consequences such as the degradation of the quality of public space and the aesthetics of the landscape. The aim of the study is to answer the question: Is the quality of the mountain landscape significantly threatened by widespread outdoor advertising? The study area consists of the Tatras on the Polish and Slovak sides. Significant differences were found in the occurrence of outdoor advertising on both sides of the border. Much more advertising media exists in the Polish (northern) part of the study area where they have the highest concentration along major roads and at tourist destinations. In the Slovak part, the distribution of advertising media has a lower intensity. The final finding is that chaos exists in areas of high landscape value in terms of advertising volume.