Abstract
In Poland a large number of advertisements are located by the roadside. These ads do not support road traffic management and unlike the road marking system are not subject to any regulations. The advertiser’s goal is to communicate a message to as many recipients as possible. Drivers with different individual abilities, such as attention focusing, eye accommodation, speed of information processing, can be distracted, blinded or confused by the content and form of the advertising. There are elements of the road network, such as intersections, pedestrian crossings, road junctions etc. where the driver must assess the situation on the road, predict the behaviour of other users, make decisions and finally complete a manoeuvre. It all happens in a limited span of time when actions should be taken calmly with full attention. It is obvious that the attention of drivers, especially in those zones, should be focused on the task of driving. In this article, the authors present a perspective on selected national laws, and also quote Abu Dhabi’s advertising placement manual [1] as a good example of how to manage roadside advertising.
Highlights
The advertiser's goal is to communicate a message or idea to the largest possible audience at minimal cost
The greater the traffic volume, the more willing the advertisers are to use this location for their advertising
The examples are the Australian instruction guide [3], the Abu Dhabi manual [1], and the instructions for national roads in South Africa [4]. These instructions introduce rules that relate to road traffic safety
Summary
The advertiser's goal is to communicate a message or idea to the largest possible audience at minimal cost. Outdoor advertising is best used in places where the largest possible audience can see it, a natural location is by roads and streets. Public perception of outdoor advertising is becoming more negative due to the increasing density of advertising in public spaces and the lack of regulation that determines the location, form, content and aesthetics. The Act [2] did not take into account the need to evaluate roadside advertising as objects that could distract drivers and pose a greater risk on the road. The examples are the Australian instruction guide [3], the Abu Dhabi manual [1], and the instructions for national roads in South Africa [4] These instructions introduce rules that relate to road traffic safety. Their use is intended to minimise distraction, confusion or dazzling of drivers by advertisements
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