Advertising Arrangements: An Attempt in Improving the Visual Quality of Urban Areas

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