Scope Of The Problem

SCOPE AND DEPTH OF PROBLEM INTRODUCTION Advertisements provide the easiest and most effective means in the promotions of businesses and activities and the dissemination of information, whilst at the same time can creating a positive impacts and negative impacts to the area. The advantages of advertisements are to enliven otherwise dull commercial streets and industrial estates particularly by being illuminated at night, to hide eyesores, for example, the use of hoardings particularly around building sites, to provide directions, for example, new homes for sale, to provide site security and to promote businesses by displaying names of firms and products, for examples, shop fascia board and hanging signs. However, uncontrolled proliferation of advertisements especially in terms of their location, size and structural soundness is a self-defeating eyesore that could pose danger to the public. In Brunei, the number of advertisements that are placed along the roadside can be considered to be like a rash. Not only in Brunei is a problem but in England, a developed country as well. The problems that have been identified can be categorized into three parts; 1. Economic problem The cost of purchasing the materials used for advertisements as well as printing process is very expensive. In general, the cost depends on the materials used, size, ink needed and materials used to build the frame. Basically, the larger the size and more usage of ink, the higher will be the price rate. Usually, the amount of budget provided for advertisements is too large although sometimes it is not necessary. The money that provided, however, can be used for others useful purposes such as in University Brunei Darussalam, the money can be used for buying computer or other teaching materials.

People are influenced greatly by the advertisement and they tend to spend their money in response to the adverts. For example, some people are attracted to buy the latest mobile phone model after saw the advert about new arrival mobile phone with an attractive price (Picture 8). 2. Social problem Advertisement along the roadside can create problems to road users.

Some

adverts block the driver’s view when placed at inappropriate placed such as road junction (Picture 4 & 5) and make road user to “absorb” looking at the adverts which inevitably can cause road accidents (Chart 4).

“Large hoardings are

designed to be read and to distract. Combined with the high speed of cars on main road and motorways, such hoardings have the potential to cause serious accidents” according to the Campaign to Protect Rural England (CPRE). According to the Department of Town & Country Planning guideline book (2003) also mentioned about visual impact, “tend to cause distractions to motorists or drivers. The discriminate erections of structure, location, illumination, colouring, and the size of outdoor adverts can constitute significant contributing factors in increasing the number of traffic accidents on the public street and highways… (pg.2)” In addition, the adverts might fall on the road as a result of strong winds or other natural disaster for example. This might cause injury to the road users who are nearby (see appendix Borneo Bulletin, 10th August & 29th September 2006).

3. Environment problem Materials used for the advertisements are made up of plastics, canvas and metals which are non-biodegradable and cannot be recycled.

The outdated

advertisements which are left behind and ignored by the owner without clean it up can create an eyesore (Picture 1). There is no specific disposal area for the advertisements that had been used (Picture 2).

The picture showed large

signboards and banners that had been used are not being disposed properly. The advertisements also can seriously detract the public from enjoying the natural scenic beauty of the country as mentioned by the Department of Town & Country Planning guideline book (2003). A survey had been conducted in August 2006 which distributed to 100 people (UBD students and the public) and focused on driver’s perceptions only. Interviews were made with government officers who in-charge on the advertisements or have responsibilities for it. Interviews were made with officer at Brunei Muara District Department, Town and Country Planning Department and an Institute Technology Brunei officer (3rd Division) as well as a research about this topic “advertisements along roadside” in Brunei and other countries.

RESULTS OF THE SURVEY & RESEARCH 1. Economic problems Furthermore, from the survey it can be seen that about 89% people attracted to the adverts while driving and 11% said ‘no’ (Chart 1). The people who are attracted to adverts was due to the picture, words, colours, size and others are 74%, 49%, 38%, 21% and 3% respectively. The price list of an advertisement that usually spent by the company for example from DST and government sector such as University Brunei Darussalam (waiting

reply from them) showed that the advertisements are very expensive but it is needed for the company. 2. Social problems According to the survey it showed that 49% people agreed that some advertisements block driver’s view and 52% disagreed (Chart 3). While, 62% people agreed that adverts can bring harm to road users and 38% disagreed (Chart 3). Therefore, Bruneian people agreed that some advertisement might bring harm to the road user but only some people think that advertisements block driver’s view. The result of blocking driver’s view does not match the possible problem identified as the questionnaire distributed was limited only to 100 people. This result might be different if more questionnaires were distributed. Information got from an interview made with the officer of Department of Town & Country Planning that the guideline for the advertisements should be placed or built was 1500 feet (500 m) from the main road (Picture 9) From (Chart 4) it can bee seen that 71% driver took less than 10 seconds to look at the adverts, followed by 21% for 10 to 60 seconds and only 3% took more than 60 seconds. However, we are not sure what might happen if the driver looks at the repeated vertical banner for less than 10 seconds. 3. Environment problems It has been mentioned that an outdated advertisement can create an eyesore, and from the survey about 77% people noticed an outdated adverts along the roadside (Chart 6).

REFERENCE Campaign to Protect Rural England. (2006). solutions. Retrieve on 5th September 2006.

Roadside advertising: problem &

Department of Town & Country Planning. (2003). Planning guideline for the control of signs and Advertisements. Ministry of Development: Bandar Seri Begawan.

APPENDICES PICTURE 1: An abandoned and outdated advertisement

PICTURE 2: Improper disposable areas

PICTURE 3:Too crowded adverts in one area & near the road junction.

PICTURE 4: Too crowded adverts in one area.

PICTURE 5: Adverts are placed near the road junction.

PICTURE 6: Adverts are placed too ear the main road.

PICTURE 7: Adverts Are placed near to the parking space.

PICTURE 8: More mobile phone own by one person.

Chart 1: People that attracted to the adverts while driving

100% 80% Percentage

Yes

60%

No

40% 20% 0%

1

Chart 2: Attraction to the adverts

Picture Words Colour Size Others

Chart 3: Problems arise 70% 60% Block Yes

Percentage

50%

Block No

40%

Block No

30%

Harm Yes

20%

Harm No

10% 0% 1

Chart 4: Time taken for observing adverts

< 10 sec 10-60 sec > 60 sec

Chart 5: People respond to the adverts

Percentage

Chart 6: people noticed about an outdated adverts 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Yes no

1

VISIONS ON ROADSIDE ADVERTISEMENT In the future, we would like to see people using electronic forms of advertisement; through internet and short messaging services. The reason for this is that people can easily browse the information or advertisement about the item they wish to have. This can be very convenient to people because they can look at the advertisement at anytime. Moreover advertisement through internet or short messaging services will require no paper or plastic, therefore, we can save our trees and forest from deforestation thus, prevent environmental degradation and waste will not be created. Another way of advertising is to use the electronic flip board, television and digital billboard. The reason for this suggestion is no paper needed and there will be no waste of used advertisement to be thrown away. In other words, there will be no worry of dumping site. These flip boards and digital billboard can be placed at any strategic areas which are under approval from the government. For example, all the mentioned

advertisement can only be allowed to be put up around the commercial places such as in Gadong, Kiulap and Batu Bersurat. The government authority should make a procedure to reduce the price of advertisement using electronic forms so as to increase and encourage the usage of it. Another method to boost the practice of using electronic advertisement is to trim down number of banner that was used as advertisement along roadside. Next vision is enforcement of the existing regulation. The government should give notices beforehand to those people who want to put up any advertisement along roadside so that they are aware of the law and regulation of displaying advertisement. This is to avoid advertisement along roadside mushrooming everywhere and to avoid irresponsible people from putting advertisement without following procedures or getting approval before putting the advertisements. Although in Brunei, this situation is not very severely affected it is inevitably growing. In addition to the above, another imaginable vision that may be useful to have is the use of human as advertiser. For example, workers of the company are asked to wear tshirt printed with advertisement or promotion. By wearing such t-shirt, the public will know that there is some advertising or promotion is being offered by the company. At the same time, the worker will be able to give some discount voucher.

NEWSPAPER CUTTING (BORNEO BULLETIN – 10th August & 29th September 2006)

Not yet scan. Will be sent asap.

INTERVIEW REPORTS

Position: Government officers Place: Jabatan Daerah Brunei Muara Date: 02nd September 2006 (Saturday)

1. Does the company or private sector need a license to build or put their adverts near the road side? -

Yes, the company or private sector needs an approval from the department incharge. As the officer mentioned, 3 miles from the town was under control of Jabatan Bandaran, more than 3 miles from town will be under control of Town and Village Development Department and other areas that not include in the

control zone of Town and Village Development Department will be handle by the Jabatan Daerah Brunei Muara. 2. Does the Department prepare any application form? -

No, people that wish to apply a license just have to write a formal letter. In the letter, they mentioned about the location, type of adverts, size, and text that include on the adverts also must be given (a coloured sample).

3. Can I have the statistic for the applicant that had been approved last year and this year? -

The officer promise to give the last year (2005) statistic but, need sometimes to prepare it.

Position: Government officer Place: Town and Village Development Department Date: 05th September 2006 (Tuesday)

1.

As Jabatan Daerah Brunei Muara mentioned, more than 3 miles from town was under the control of Town and village Development Department. Can you please state the zone that under your control?

-

The zone that under their control like at Gadong, Kiulap, Sengkurong and others. The officers explain using the map.

2. -

Any guideline that needed to be follow for making an advertisement? Yes, the adverts need to be build or put 1500 feet (500 m) from the main road and many other guidelines that listed in the book of “guidelines for build a signboard or advertisement’

3. -

Ask about the statistics for the application that apply the license? They only able to give total number of people that for an approval from January till August 2006. It is about 85 succeed application for this year. They can’t give the last year statistics because it is not fully recorded. The records for an application only start by the middle of last year.

4.

Build or put an advertisement without any approval from the in-charge department. What are the actions taken by the government?

-

The Town and Village Development Department will contact the JKR and asked them to clean up all the adverts. Furthermore, a fine will be given to the company that put their adverts on without any approval. The company was given a notice first and if still continuing the fine will be $500 per day. This fine can be at the maximum of $10,000. This law was regulated by this year (2006).

INTERVIEW

SESSION

WITH

A

GOVERNMENT

OFFICER

(ITB)

REGARDING ADVERTISEMENT ALONG ROADSIDE Q: What types of advertisement usually found along roadside? A: There are 4 types namely, vertical and horizontal banner, electronic flipboard and the largest one is the billboard. Q: What type of material usually use? A: For vertical and horizontal banner, the material use is the normal cloth as well as plastic. Billboard, it is made up of canvas while electronic flipboard is flipboard (computerized) Q: Do you know about the price of each type of the advert?

A: Basically, the price depends on what material they use, size, and the amount of ink needed. Obviously, billboard is the most expensive one, because of canvas. But, normally the larger the size and the more ink needed the higher the price. A: I’ll give you the approximation of the price. The cost of billboard can be B$2000 above. The flipboard is ranging from B$300-B$600 and the normal banner is ranging from B$100-B$300 per banner. But the price can go higher because the price that I’ve mentioned has not included the change for installing. Q: Is there any procedure needed before putting up the advert? A: Yes, there is a procedure. The person who is about to put up advertisement along roadside, firstly has to get approval whether from the municipal or district department, depending on where they want to put the advert. If the site is within the town or 3 miles from the town, it is under municipal where as more than 3 miles is under district department. A: And also the person who is going to put up the advertisement must inform nearby police department of where the advert is. Another important thing that most people are looked is the measurement or distance from road. But I think most people just ignore about that. And one thing I forgot to mention is that if the advertisement is put within the building for example at the parking lot. They don’t have to inform anybody. Q: Who is responsible for the advertisement as well as the cleanliness of the area if the advertisement is damaged or so? A: Usually, it is the vendors; the company that is responsible for printing and installing the advert. This is included in the quotation. Q: What about the limit of time, I mean what happen to the outdated one?

A: It s also responsibility of the vendors. If the advert is already outdated, the company who owns the advert usually inform the vendors to put down and clean up the advertisement.

DESIRABLE CHANGE 1-USE OF ELECTRONIC ADVERTISEMENT One of the desirable changes that we wish for advertisement is to be done through internet, short messaging services, television, radio, using computerized electronic flipboards as well as digital billboards. STEPS REQUIRED: 1. Our group will done some research on e-advertising done by other countries, to find out how e-advertising is beneficial in terms of businesses, improve environment, social and culture aspects. 2. Write letter to the promotion and entrepreneurial development under ministry of industry and primary resources, to encourage companies as well as others to use this alternative to display any advertisement or to announce any events. The government should enforce a strict and firm regulation of using electronic equipment.

In addition, the regulation should be made known to public and should be given to those who want to display the adverts beforehand. Another possible step is for the government to emphasis to those certified vendors and as well as all ministries to be aware of e-business in which advertisements for businesses can be done through internet both within the country as well as outside the country. 2. Write letter to advertising companies to inform about the updated regulation in which the content of the letter is telling that they should get a solid and rigid approval system from the authority and must be aware of any consequences when displaying the adverts using paperless equipment. 3. Make appointment with selected companies (to be decided later) to send the letter and if possible done some interviews regarding their opinion on using e-advertising.

DESIRABLE CHANGE 2 The change that we would like to see is enforcement of the law on ‘Advertisement along the roadside’. Even though there is an adverts regulation established in 2006, it does not look like it is enforce by the authority. In order to see the changes in advertising, enforcement of regulation should be done by the Municipal department, Town and Country Planning and the Jabatan Kerja Raya (JKR). The problem arise due to lack of workers to check the advertisement placed along the roadside was voiced, hence more workers are needed to be recruited by the Municipal department, Town and Country Planning and Jabatan Kerja Raya (JKR). If there a problem in getting more workers, the departments in-charge such as the Municipal department, Town and Country Planning and Jabatan Kerja Raya (JKR) can organized a schedule to assign workers to specific areas or zones to check the adverts on a regular basis eg; once a month and report or act so that adverts that are not supposed to be displayed are removes and that the adverts immediately. The actions that we would like to do were:-

1. Write a letter to Department of Environment, Municipal department, and Town and Country Planning to inform them we are concerned about the advertisement along the roadside. 2. Write a letter to newspaper such as Borneo Bulletin for opinion page about the ‘Advertisement along the roadside’. All the letters will be done and sent in this week and next week (28th September – 7th October 2006) 3. Waiting for reply from the Departments and at the same time see the newspaper response from the public about the ‘Advertisement along the roadside’. This should be done before the 15th October 2006. DESIRABLE CHANGES 3 – LESS MONEY SPENT ON ADVERTS WHICH IS NOT AN ELECTRONIC FORM The third desirable changes we would like to see in the future is there will be less money spent on adverts which is not an electronic form; that is using canvas and banners. Step 1 Research non-electronic adverts used situation in other countries which can reduce the possible problems in environment, social and economical aspects. Then, interpret the findings for supportive evidence. Step 2 Draft letter includes possible problems of uncontrolled non-electronic adverts and concern to the Ministry of………….. . and re-check by other group members and get approval letter from lecturer. Step 3

Make appointment with the officer from Ministry of ………………………………… …. . Send the letter by hand to Ministry of ……………………………………….. . Talk to explain the forward matter; why and how to spend less money on nonelectronic adverts. Step 4 Obtain feedback from Ministry of ………………………………………… either by letter or verbal form.