屋外廣告物의 效率的인 管理方案에 관한 硏究 = (A) Study on the Efficient Management of Outdoor Advertisement

다국어 초록 (Multilingual Abstract)

Due to the rapid economic growth, the urban area is expanding its scope. As a result of the urbanization, various facilities are established, and this stimulates the growth of outdoor advertising. The steady growth of outdoor advertising is one of reasons that pollute city view, and this reached a serious level. This study aims to search for efficient regulatory means so that population can enjoy a pleasant city view.
Starting with the theoretical base for the outdoor advertising, this research goes over fact-findings from outdoor advertising status in Chungnam Province. The research on Chungnam Province is performed in three fold, and first is the legislative and government regulation aspect. This is detailed through current status quo, purposes of legislations, limit in applying legislative measures, and closer look at the regulatory manner itself. Second is the administrative and government policy perspective. Here, statistics of installed outdoor advertising, their maintenance and supervision, safety test, exemplary pattern figure and outdoor advertising company support programs are discussed. Next is surveying population's awareness of vicinity population, outdoor advertising installer, and advertising companies. Remedies for problems related with outdoor advertising are conferred through these discussions.
There are roughly 150 thousand cases of outdoor advertising in Chungnam Province, and 10 thousand of them violate related regulations. The quantity of outdoor advertising is increasing with an annual rate of 4.4%. As for a population survey, 75% of 140 residences in Chungnam Province think that the outdoor advertising has a heavy influence on city view, and 60% of them are not satisfied with the outdoor advertising. Reasons they counted for the dissatisfaction are exaggeration in size, redundancy in quantity, poor design with unsophisticated colors and obscene propagandas.
Advertisers and relevant public service members consent on outdoor advertising's overemphasized size and overabundance in quantity , but they had a different idea for how it should be regulated. While advertisers expect to see a slow and gradual alteration in legislation, civil servants demand imminent and stronger measures to efficiently govern the outdoor advertising. Civil members also sense that it is urgent that corresponding legislation should be altered to operate more practically. Compare to outdoor advertising in foreign countries, those found in Chungnam Province and Korea are overstated in size and over-supplied in quantity. The outdoor advertising in developed countries such as USA and England have shown a trait of adequate size and quantity .
The study suggests followings schemes to ameliorate problems related with outdoor advertising.
First, set up a long-term plan that stipulates more strict regulations on size, quantity, color and location, among any other related legislation.
Second, perform a thorough investigation on the influence of outdoor advertising to the city view, by gathering opinions and consultations from population, advertising installers, relevant civil servants and experts, on a short-term or long-term basis.
Third, carry out administrative supervision on advertising installer to prevent illegitimate advertising, and execute firm regulatory measures to previously installed ones.
Fourth, the advertisings from public off ices should not violate relevant legislations that also bind commercial outdoor advertising, and should not afflict the city view.
Fifth, provide education program or other support measures for people who engage themselves to out door advertising.
Sixth, perform awareness education to public officers, advertisers and population, so they can build a better and appropriate insight.
In conclusion, to keep the city view pleasant and clean, the outdoor advertising should be efficiently supervised and regulated. For this, relevant legislations should be modified to correspond to current conditions of outdoor advertising, along with taking strong administrative steps, and performing awareness education.

목차 (Table of Contents)

• 목차
• 제1장 서론 = 1
• 1. 연구의 목적 = 1
• 2. 연구의 범위와 방법 = 2
• 제2장 옥외광고물에 관한 선행 연구 및 이론적 고찰 = 4
• 1. 옥외광고물의 정의, 분류, 특성 = 4
• 1) 옥외광고물의 정의 = 4
• 2) 옥외광고물의 분류 = 5
• 3) 옥외광고물의 특성 = 8
• 2. 옥외광고물에 대한 선행 연구 = 11
• 3. 분석의 틀 = 14
• 4. 외국의 옥외광고물 관리 실태 = 17
• 1) 영국 런던(London) (행정자치부, 2003, 104-118) = 17
• 2) 일본 오사카(Osaka)·나고야(Nagoya) (행정자치부, 2003, 24~28) = 20
• 3) 미국 로스엔젤리스(Los Angeles)지역 (행정자치부, 2002, 10~29) = 24
• 4) 외국 옥외광고물과의 비교분석 및 한국(충남)에서의 시사점 = 30
• 제3장 충청남도지역 옥외광고물의 관리실태 및 문제점 = 32
• 1. 법령과 제도 = 32
• 1) 옥외광고물등 관리법규의 일반 현황 = 32
• 2) 옥외광고물등 관리법규의 목적과 주요내용 = 34
• 4) 관련법규의 검토 = 47
• 2. 행정과 정책 = 49
• 1) 옥외광고물의 설치 현황 = 49
• 2) 옥외광고물의 정비·단속 = 51
• 3) 옥외광고물에 대한 안전도 검사 = 56
• 4) 옥외광고물등 관리 시범사업의 추진 = 58
• 5) 옥외광고업계에 대한 육성·지원 = 59
• 3. 의식의 변화 = 65
• 1) 주민 = 65
• 2) 광고물설치자 및 담당공무원 = 65
• 4. 문제점과 과제 = 66
• 1) 장기적인 면 = 66
• 2) 단기적인 면 = 67
• 제4장 옥외광고물의 관리운영에 대한 의식 조사 = 68
• 1. 조사개요 = 68
• 1) 조사대상 및 방법 = 68
• 2. 설문지 구성 = 69
• 3. 자료처리 = 71
• 4. 조사대상자의 특성 = 71
• 5. 결과 분석 = 72
• 1) 주민의 의식 설문 결과 = 72
• 2) 담당 공무원의 의식 = 81
• 3) 옥외광고물 설치자의 의식 = 84
• 4) 소결 = 86
• 제5장 옥외광고물의 관리 개선방안 = 88
• 1. 법령과 제도의 개선 = 88
• 1) 법령의 개정 = 88
• 2) 제도의 개선 = 92
• 2. 행정과 정책 추진 = 92
• 1) 안전상의 개선 = 92
• 2) 자율적인 개선 지원 = 93
• 3) 관리체계상의 개선 = 96
• 3. 의식의 제고 방안 = 98
• 1) 주민 = 98
• 2) 광고물설치자 및 담당공무원 = 99
• 제6장 결론 및 정책 제언 = 100
• 참고문헌 = 103
• ABSTRACT = 106
• 옥외광고물등의 효율적인 관리 방안에 관한 설문지 = 109