廣告業是台灣創意產業中高度規範的行業. 在台灣,從2001年開始,政府開始進行三項政府專案提升整體產業環境. 這些專案嘗試規範多元的戶外廣告使其趨向一致,以導致戶外廣告產量下降.
在商街上回顧一致性及多元性的戶外廣告,此研究針對消費者對於戶外廣告及群集招牌的環境視覺效果的認知以及廣告本身效果進行探討.
本研究將以台灣台南同時具有一致性及多元性的戶外廣告的一條街進行個案研究. 本研究將進行文獻回顧以探討人們如何認知戶外環境以評估戶外廣告效果.而文獻回顧的目的是為了比較不同戶外廣告的應用而找出相關因子以建立問卷.
本研究為探討來自不同背景的一般大眾之意見. 為了要符合一般大眾的價值觀,問卷將會發放給在台灣之不同國籍的居民. 本研究的因子是為了設計出創新的戶外廣告並給與都市計畫及廣告實務上的建議.

Advertising as one of the creative industries is a high regulated industry. The Taiwan government since 2001 has been established 3 governmental projects to improve the local environmental scenery. These projects have an implication to the appearance of outdoor advertising by changing and regulating the outdoor advertising appearance varieties into a uniformity looks. These projects may result to the production declining in outdoor advertising.
By reviewing the uniformity and variety appearance of outdoor advertising in a commercial streetscape, this research is taking the users perception of environmental visual effect of outdoor advertisements and signboard cluttering to the city and to the effectiveness of the advertising itself.
This research takes a street in Tainan, Taiwan with different application of outdoor advertising in regard to uniformity and variation as a case study. This research proposed to begin with the development of a theoretical framework by literature review on how people perceive the built environment that potentially can be used to evaluate outdoor advertisement. The aim of the literature review is to find factors to build questionnaire to compare the different application of outdoor advertising.
The result of the study is to find a universal users opinion from different background. To get the universal value, the questionnaire was distributed to the foreigner from different countries that stay in Taiwan during the research. The result is factors to design the innovation in outdoor advertising and also to build suggestion between urbanism and advertising practitioners.

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