Analyzing the Role of Visual Elements in Advertising Board in Modarres Street Land Scape, Metropolitan Mashhad, Iran

Environmental advertising is one of the most significant fields of advertising knowledge which makes city land escapes. The main part of commercial activities is appropriated to urban advertising. Visual elements have fundamental role in creating visual identity and advertising board legibility. Urban advertising boards could have effective representation in city public land escapes. The aim of this study is that identifying the elements of visual harmony and analyzing them in Modarres street, in Mashhad metropolitan to utilize it in order to escalate the land escape quality of the street. According to this purpose, advertising board information was gathered and analyzed by SOWT technique. The results of this study show that the improvement of the level of visual comfort components has a reciprocal and two-way effect on the urban landscape and failure to pay attention to it leads to chaos, heterogeneity and visual disturbances of the environment. Thus, this study put in a proposal to eliminate the illegal advertising and attend the casual environmental advertising in urban land escape designing.