Iklan outdoor sebagai properti lingkungan jalan serta dampaknya pada masyarakat dan tata ruang di Kota Makassar

Abstract

Advertising as a medium of communication that is quite effective between consumers and advertiser agents, but on the other hand the relationship that is built is only limited to advertisers and consumers, while formal relations with the parties involved (in this case) are the government and the general public are less developed and even neglected, especially if associated with the reality on the ground that the advertisements that looked chaotic in Makassar City. Based on the problem with a focus on the existence of outdoor advertisements in public areas, community activities, and public facilities on the Hertasning Raya highway in Makassar in relation to advertiser agents, the government and the general public, the purpose of this study is to identify the forms and types of advertisements that displayed in the area mentioned above, expect clarity about the active role of advertiser agents with the government and the community, and it is expected that there will be an overview of the community's contribution both to users directly advertising and not using advertisements, so that all elements can be comprehensively accommodated.  To bring the problems and objectives closer to a valid answer as mentioned in this study, the method used is a qualitative descriptive approach with deepening in a case study on the installation of outdoor advertisements whose variables are at three area points on the Makassar city of Hertasning Raya, which are small areas. (garden area of the Regional Representative Office of the City of Makassar, Makassar City Government Office of Education and Education Department), community activity area (shopping places, mosque area, and Pertamina area), and public facilities area (Emmy Saelan, post traffic).