제1장 서론 ················································································· 1
1. 연구의 배경 및 목적 ····························································· 1
2. 연구범위 및 방법 ··································································· 3
1) 연구범위 ··········································································· 3
2) 연구방법 ··········································································· 3
3) 연구의 흐름 ······································································ 4
제2장 옥외광고물 자유표시구역의 개요 ··························· 5
1. 옥외광고물 자유표시구역의 개념 ········································ 5
1) 디지털 사이니지의 개념 ················································ 5
2) 옥외광고물 자유표시구역의 특성 ································· 8
2. 옥외광고물 자유표시구역 현황 ········································· 10
1) 디지털 사이니지의 국내외 시장 동향 ····················· 10
2) 부산시 정책 동향 ·························································· 12
3. 옥외광고물 자유표시구역의 의미 ····································· 13
1) 전제 ··············································································· 13
2) 공간적 측면 ··································································· 14
3) 관광적 측면 ··································································· 15
제3장 옥외광고물 자유표시구역 사례조사 ······················ 17
1. 국외 사례조사 ······································································· 17
1) 로스앤젤레스 ·································································· 17
2) 뉴욕 ················································································· 21
3) 도쿄 ················································································· 30
4) 시사점 ············································································· 34
2. 옥외광고물 자유표시구역 대상지 현황조사 ··················· 36
1) 자유표시구역 대상지 현장조사 ·································· 36
2) 관련 법령 검토 ······························································ 56
3) 대상지별 평가 ································································ 58
제4장 대상지 선정을 위한 전문가 조사 ·························· 61
1. 조사 개요 ·············································································· 61
1) 조사 목적 및 설계 ························································ 61
2) 조사 내용 ······································································· 62
2. 전문가 조사 결과 ································································· 62
1) 응답자 특성 ··································································· 62
2) 옥외광고물 자유표시구역의 필요성 ··························· 63
3) 옥외광고물 자유표시구역의 장소성 ··························· 64
4) 옥외광고물 자유표시구역 조성방안 ··························· 66
5) 옥외광고물 자유표시구역 운영방안 ··························· 68
3. 시사점 ···················································································· 69
제5장 옥외광고물 자유표시구역 운영계획(안) ················ 71
1. 옥외광고물 자유표시구역 기본방향 ··································· 71
1) 옥외광고물 자유표시구역 조건 및 방향 ··················· 71
2) 관광인프라 연계방안 ···················································· 73
3) 자유표시구역의 장소브랜딩 ········································· 79
2. 옥외광고물 자유표시구역 운영계획 ································· 81
1) 자유표시구역 조성 구상 및 가이드 ··························· 81
2) 옥외광고물 자유표시구역 운영계획 ·························· 83
3) 부산형 옥외광고물 자유표시구역 운영방안 ············· 85
4) 옥외광고물 자유표시구역 운영조직(안) ···················· 89
제6장 결론 ·············································································· 91
참고문헌 ················································································· 95
부록 ························································································· 97
<표 2-1> 옥외광고물 분류 ··························································· 6
<표 2-2> 디지털 사이니지의 특성 ·············································· 7
<표 2-3> 국외 옥외광고물의 설치 유형 ····································· 8
<표 2-4> 디지털 사이니지 시장 규모 추정 ····························· 12
<표 3-1> 로스앤젤레스 도시개요 ·············································· 17
<표 3-2> 뉴욕 도시개요 ····························································· 21
<표 3-3> 도쿄 도시개요 ····························································· 30
<표 3-4> 해운대 대상지 기본 현황 ·········································· 36
<표 3-5> 해운대 대상지 분석 ···················································· 37
<표 3-6> 해운대 대상지 용도지역 ············································ 37
<표 3-7> 해운대 대상지 2015년 4월~2016년 3월 유동인구(명)
········································································································ 37
<표 3-8> 해운대 대상지 시간대별 유동인구 비율 ·················· 38
<표 3-9> 해운대 대상지 광장활용 가능지역-1 ······················· 38
<표 3-10> 해운대 대상지 광장활용 가능지역-2 ····················· 40
<표 3-11> 해운대 대상지 광장활용 가능지역-3 ····················· 41
<표 3-12> 센텀시티 대상지 기본 현황 ···································· 42
<표 3-13> 센텀시티 대상지 분석 ·············································· 42
<표 3-14> 센텀시티 대상지 용도지역 ······································ 43
<표 3-15> 센텀시티 대상지 2015년 4월~2016년 3월 유동인구(명)
········································································································ 43
<표 3-16> 센텀시티 대상지 시간대별 유동인구 비율 ············ 43
<표 3-17> 센텀시티 대상지 광장활용 가능지역 ····················· 45
<표 3-18> 서면 대상지 기본 현황 ············································ 45
<표 3-19> 서면 대상지 분석 ····················································· 46
<표 3-20> 서면 대상지 용도지역 ·············································· 46
<표 3-21> 서면 대상지 2015년 4월~2016년 3월 유동인구(명)
········································································································ 47
<표 3-22> 서면 대상지 시간대별 유동인구 비율 ··················· 47
<표 3-23> 서면대상지 광장활용 가능지역-1 ·························· 49
<표 3-24> 서면대상지 광장활용 가능지역-2 ·························· 50
<표 3-25> 광복동 대상지 기본 현황 ········································ 51
<표 3-26> 광복동 대상지 분석 ················································· 51
<표 3-27> 광복동 대상지 용도지역 ·········································· 52
<표 3-28> 광복동 대상지 2015년 4월~2016년 3월 유동인구(명)
········································································································ 52
<표 3-29> 광복동 대상지 시간대별 유동인구 비율 ··············· 52
<표 3-30> 광복동 대상지 광장활용 가능지역-1 ····················· 54
<표 3-31> 광복동 대상지 광장활용 가능지역-2 ····················· 55
<표 3-32> 해운대 대상지 장단점 ·············································· 58
<표 3-33> 센텀시티 대상지 장단점 ·········································· 59
<표 3-34> 광복동 대상지 장단점 ·············································· 59
<표 3-35> 서면 대상지 장단점 ················································· 60
<표 4-1> 조사 설계 ····································································· 61
<표 4-2> 전문가 설문조사 내용 ················································ 62
<표 5-1> 디지털 사이니지 분류 및 적용 사례 ······················· 75
<표 5-2> 디지털 사이니지 인터랙티브 및 문화‧예술 콘텐츠 사례
········································································································ 76
<표 5-3> 지속적인 관리·운영 계획 지표(안) ··························· 84
<그림 1-1> 연구의 흐름도 ··························································· 4
<그림 3-1> LA live 광장 주변 ··············································· 19
<그림 3-2> LA live 주변 디지털 사이니지 ··························· 20
<그림 3-3> Times Square와 주변 극장 ································· 22
<그림 3-4> 타임스 스퀘어 도시철도역과 12월31일 볼 드랍 행사
········································································································ 23
<그림 3-5> 타임스 스퀘어 디지털 사이니지와 휴식공간 ······ 25
<그림 3-6> 공공안전관리자와 위생관리자 ······························· 27
<그림 3-7> 긴자 거리 ································································· 32
<그림 3-8> 시부야 거리의 스크램블 교차로 ··························· 32
<그림 3-9> 해운대 대상지 주요 장소 및 용도지역 ················ 39
<그림 3-10> 센텀시티 대상지 주요 장소 및 용도지역 ·········· 44
<그림 3-11> 서면 대상지 주요 장소 및 용도지역 ················· 48
<그림 3-12> 광복동 대상지 주요 장소 및 용도지역 ·············· 54
<그림 5-1> 서울스퀘어에 설치된 미디어 파사드와 호텔 실내의
애니메이션 디자인 ········································································ 78
<그림 5-2> 메세나를 통한 자유표시구역 개념도 ···················· 86
<그림 5-3> 부산 옥외광고물 자유표시구역 운영조직(안) ······ 90
