Eye Tracking Study of Visual Pollution in the City of Zilina

Abstract

This paper examines the issue of visual pollution in the city of Žilina, focusing specifically on outdoor advertising. A quantitative study was conducted to investigate the density of outdoor advertising on major roads in the town, as well as the topics of the advertisements. The research data collected provides pertinent information for policymakers and marketing firms to consider when forming policies concerning transportation, the environment, and outdoor advertising. This study is essential to comprehend the effects of visual pollution on the cognitive mobility of drivers navigating city roads. The findings of this study suggest that outdoor advertising has a pretty limited impact on how drivers perceive their environment and interact with it. Consequently, the results of this research can be used to create more effective policies related to outdoor advertising and traffic safety.