The paper investigates the billboardization of city entrances and the impact of this phenomenon on the integrity of the city and its cultural identity. The initial hypothesis is that the accumulation of billboards within city entrances creates visual pollution that causes multiple problems regarding the city’s culture, especially when it is located in a protected area. The paper indicates the neglect of this space in the current urbanistic and socio-cultural narrative, and points out the newly formed region of reframed identity through the concept of the image of the city.
The research moves through a case study of the Adriatic highway, the Jaz – Kotor section, namely the buffer zone of the UNESCO protected Natural and Culturo-Historical Region of Kotor, in Montenegro. The aim of the research is to point out the image of the city and to emphasise this urban space as a factor that disrupts the cultural identity of Kotor.
Through fieldwork and analysis, the research captures the dynamic interplay between the natural landscape and the presence of billboards, shedding light on the challenges posed by commercial advertising in heritage sites. By documenting 190 photos and 2 high-resolution videos, the study provides a visual insight into the visual impact of billboards on the city’s image and cultural identity.
The findings underscore the need for strategic urban planning and communication strategies to mitigate visual pollution and safeguard the cultural integrity of historic cities like Kotor. Overall, this study serves as a call to action for stakeholders to prioritise the preservation of cultural heritage and visual coherence in urban environments, particularly in sensitive areas.
