An Overview Over the Roadside Advertising Effect on Road Safety and Pollution

The burgeoning field of high traffic routes intersects with roadside advertising, presenting both opportunities and challenges that impact road safety, visual pollution, and local economic development. This research delves into the multifaceted role of roadside advertising within the context of high traffic routes, exploring its influence on driver behavior and environmental aesthetics. Roadside advertisements, ranging from billboards to digital displays, are ubiquitous elements along roadways, aiming to capture the attention of drivers and influence their consumer behaviors. However, the effectiveness of these advertisements and their impact on traffic safety and visual pollution remain contentious.

This study employs a comprehensive approach, integrating theories from advertising, economics, sociology, and neurological research to assess the tangible and intangible effects of roadside advertising. The research highlights the dual role of roadside advertisements in promoting local businesses and potentially distracting drivers, thereby posing risks to road safety. Furthermore, the study examines the contribution of roadside advertising to visual pollution, which can degrade the aesthetic quality of landscapes and urban environments, potentially impacting the well-being of residents and the attractiveness of tourist destinations.

Empirical evidence is gathered through roadside camera monitoring, traffic accident records, and surveys among road users to evaluate the real-world impacts of these advertisements. The findings of the survey conducted aims to underscore the need for a careful balance between visibility and safety in roadside advertisement design, with a strong emphasis on enhanced regulation and designer education.