المجلة الجزائرية للأبحاث والدراسات
Volume 9, Numéro 1, Pages 182-198
2026-01-31
The Role Of Advertising Billboards In Organizing Urban Space: A Field Study In The New City Of Ali Mendjeli
Authors : Bensaid Souad .
Abstract
Contemporary cities are undergoing rapid visual changes, largely due to the widespread installation of advertising billboards. These billboards have become defining elements of the urban landscape, affecting both aesthetics and the functional use of public spaces. A case study in the city of Ali Mendjeli reveals the dual impact of billboards on urban environments. On the positive side, billboards aid in spatial orientation, highlight important landmarks, and reinforce a sense of place and city identity. These contributions enhance urban legibility, making cities more navigable and visually coherent. However, the study also outlines several negative consequences resulting from the unregulated proliferation of billboards. Poorly planned and excessive installations contribute to visual clutter, undermining the aesthetic quality of urban spaces. Additionally, inappropriately placed advertisements may pose safety risks by distracting drivers. The use of content that lacks cultural relevance further weakens local identity, leading to visual pollution and a disconnect between public spaces and the communities they serve. To mitigate these issues, the study emphasizes the need for strict urban planning regulations governing billboard size, location, and design. It advocates for the integration of culturally appropriate content and local symbols to strengthen the relationship between advertisements and community identity. By adopting a thoughtful, well-regulated approach, cities can balance the functional advantages of outdoor advertising with the need to preserve the visual and cultural integrity of urban spaces.
Keywords
Advertising Sign ; Urban Space Organization ; Urban Identity Quality of Life ; the new city of Ali Mendjeli.
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