A COMPARATIVE STUDY OF ADVERTISING LEGIBILITY BY THREE LOCAL GOVERNMENTS: YOGYAKARTA MUNICIPALITY, SLEMAN REGENCY AND BANTUL REGENCY

The advertising growth in Yogyakarta urban area is not balanced with the advertising control. The commercial lives along the road make streetscape loaded with corporate and franchise advertisements, and nondescript advertisements dominate the landscape. This condition relates to the regulation implemented by local government. The aim of this research is to discover the aspects of advertising regulation implementation influencing the physical condition to be highlighted in advertising arrangement. Three local governments, Sleman Regency, Bantul Regency, and Yogyakarta Municipality are chosen to know the implementation of advertising regulation and physical characteristics in relation to legibility. The research objectives are 1) To investigate advertisement arrangements relates to legibility implemented within Yogyakarta urban spaces. 2) To evaluate what instruments must be taken into account to increase advertising quality arrangement that can be set for technical provision of national and local advertising regulation. This research is based on the premise that streetscape satisfaction of users is influenced by the way of that advertisement controls approached by local government in the presence of advertising physical characteristics. User perception and evaluation of field physical condition can be relevant indicators for advertising performance applied in the sample places. In terms of methodology, a combination between questionnaires and field physical survey is adopted. Meanwhile to analyze local regulation, the principles of environment quality arrangement based on Decision of Public Work Minister No. 06/PRT/M/2007 about General Guidelines for Building Arrangement and Environment Plan are functioned. Those principles are: informative and easy orientation and proper planning for appropriate user. In this research, there are five legibility indicators used. This thesis shows 1) There are no differences in case of advertising condition by three local governments. Almost all of user perceptions give negative appraisal to all of cases. 2) There are relationships between advertising condition and advertising regulation implementation in regard to user perception and physical survey. 3) There are four variables that give significant contribution to legibility condition.4) There are relationships between regulation owned by local government (having regulation or not) and advertising implementation. 5) There are relationships between the depth of explanation and regulation substance with the advertising implementation. 6) There are control and monitoring missing in the current advertising condition that remains advertising irregular