The billboardization of city entrances: Landscape and reframed identity

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 strives to indicate the neglect of this space in the current urbanistic and socio-cultural narrative, and point 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 protected Natural and Culturo-Historical Region of Kotor, in Montenegro. The aim of the paper is to point out the image of the city and to emphasize this urban space as a factor that disrupts the cultural identity of Kotor.