It is the opinion of the local planning authority that the proposed sign board, by reason of its size and scale, would appear as an unduly conspicuous and incongruous feature on this listed building and would also raise the level of advertising on this prominent gable end to an unacceptable degree, giving rise to advertisement clutter. The proposal would, therefore, have an adverse effect on the character and appearance of the listed building and its setting which is contrary to advice contained in PPG19 Outdoor Advertisement Control and the intentions of Policies EV/12 and EV/14 of the Deposit Draft Borough of Charnwood Local Plan.