BEZBJEDNOSNI ASPEKT CITYLIGHT REKLAMNOG PANOA NA AUTOBUSKIM STAJALIŠTIMA/SAFETY ASPECT OF THE CITY LIGHT ADVERTISING BOARD AT BUS STOPS

Abstract

City light billboards are increasingly represented in modern equipping of bus stops in cities, as the most visible outdoor advertising, because the bus stops are daily full of potential customers. In order to achieve the greatest possible effect, the outdoor advertising on city light billboards is placed at the entrance and exit of bus stops. However, preoccupied attention of the passengers reading advertisements on the city light billboard is, at the same time, an absence of attention to traffic flow and bus arrival, which is especially pronounced in the case of positioning a city light billboard on the incoming side of a bus, by which a view of a passenger waiting for the bus is blocked to the incoming bus, so an announcement of the bus arrival produced only by sounds of the bus movement, can, currently, cause the passenger movement towards the bus, which can produce a dangerous traffic situation and endanger the safety of passengers who are waiting for the bus. This potential threat is a sufficient reason not to set a city light billboard on the incoming side of a bus, which should be set as a standard in equipping bus stops.