difference between nature city and visual pollution
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After the fall of the socialist regime, a fast growing economy, services, private sector and also the popularisation of the consumption society, in both Poland and Slovakia contributed to a rapidly progressing degradation of natural and landscape assets and widely understood public space of cities and villages. An element that intensifies spatial chaos is the visual pollution which is understood as an aesthetic issue and refers to the impacts of pollution that impair one’s ability to enjoy the view. Visual pollution is defined as all irregular formations that are most often found in nature (Kamičaitytė-Virbašienė et al. 2015; Portella 2016). Effects of exposure to visual pollution include: distraction, eye fatigue, decreases in opinion diversity, and loss of identity (Yilmaz, Demet 2011). The literature on the subject is focused on urban areas (Bankole 2013; Voronych 2013; Wakil et al. 2016; Cercleux et al. 2016).
Visual pollution usually include: wind turbines (Jensen et al. 2014), GSM towers (Nagle, Copeland 2009), advertising (Chmielewski et al. 2016, 2018). The phenomenon of outdoor advertising, also termed ‘external’ or ‘out-of-home’ (OOH) contributes greatly to the appropriation of public space by the owners of OOH and an advertiser (Mattelart 2005). Advertising treated as a trade lever is to encourage individuals to buy a given product or service (Van der Wurff 2008) often using landscape values to this end (Maruani, Amit-Cohen 2013). The studies have revealed that outdoor advertising leads to a decrease in human perception capacities and can cause dangerous situations in road traffic (Bendak, Al-Saleh 2010). Outer factors (located outside a car) that distract a driver are estimated to cause over 10% of road accidents (Young et al. 2009). It has also been shown that large-format advertisements situated along the road distract drivers (Dukic et al. 2013; Edquist et al. 2012).
Research has shown that variable, dynamic advertising attracts the attention of vehicle drivers more often and for longer periods of time than conventional advertising (Mackun et al. 2015). Posters, placed near roads in touristically popular areas of a high landscape value and protected because of this value, are nowadays a serious problem of an aesthetic, legal (Forczek-Brataniec, Zając 2014) and methodological nature (Kamičaitytė-Virbašienė et al. 2015.