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This dissertation, The Role of Outdoor Advertising on Streetscapes in the Metropolitan Commercial Areas of Hong Kong by Chen, Guo, 郭琛, was obtained from The University of Hong Kong (Pokfulam, Hong Kong) and is being sold pursuant to Creative Commons: Attribution 3.0 Hong Kong License. The content of this dissertation has not been altered in any way. We have altered the formatting in order to facilitate the ease of printing and reading of the dissertation. All rights not granted by the above license are retained by the author. Abstract: The Role of Outdoor Advertising on Streetscapes in the Metropolitan Commercial Areas of Hong Kong Abstract: The role of outdoor advertising is a newly developed argument in urban design, especially in many fast developing and developed cities of Asia and South America. In the past decades, the speedy economic development stimulated the improvement of people's living quality and urban construction. Consequently, swift practice of construction with guideline behind coursed a series of city issues. Outdoor advertising disorganization is described as Visual pollution and clearance policy involved in many cities currently. Hong Kong is a tourism city with consumption- driven due to former colonial historical background and later economic and social development policies, numerous outdoor advertising as a result of active commercial activities, has become an inevitable element which has formed distinctive characteristic of the streetscape of Hong Kong, especially in the metropolitan commercial areas where outdoor advertising is concentrating. Under this context, it is necessary to study the impact of outdoor advertising on the legibility of the streetscape in the metropolitan commercial areas where are highlighted places in the city with numerous pedestrians visiting daily. As a complex social urban phenomenon, outdoor advertising has involved diverse disciplines. In terms of urban design, the impact of holistic appearance as clusters on legibility of the environment is focused. More specifically, the physical forms of legibility of environment are concerned as study objects. To study the role of outdoor advertising on the streetscape in legibility of metropolitan commercial area of Hong Kong is the objective of this thesis. Like two sides of a coin, positive role and negative roles both bring influence on the streetscape in legibility, need to maximize the positive role and minimize the negative role to improve higher visual quality for benefiting the image of Hong Kong. Considering the impact of outdoor advertising on the public spaces, many developed countries have taken measures to conduct this industry with streetscape visual considering. In European countries, outdoor advertising as a holistic environment is need to be asset by professional panel case-by-case under general guidelines enacted; in U.S.A, the law system has conducted the outdoor advertising system specific detailed from national level, state level, civil level, realm level to signage controlling level. There is a general guideline enacted already in Hong Kong, concerned about the safety issues mostly. But for benefit the image of Hong Kong, it is necessary to study the role of outdoor advertising on the streetscape of metropolitan commercial areas more specifically under the civil general guideline since outdoor advertising concentrated and diversified, to maximize the contributions and minimize the constraints for achieving better visual quality. GUO Chen - 2 - DOI: 10.5353/th_b3963454 Subjects: Advertising, Outdoor - China - Hong KongStreetscapes (Urban design) - China - Hong Kong

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