The local planning authority is of the opinion that the proposed sign would be detrimental to the visual amenities of the area by introducing a feature within the street scene that would be out of character and keeping with the rural area on the edge of the village and which lies in an Area of Special Control for Advertisements. If allowed, it would be likely to encourage the display of similar signs advertising property in the village on its approach roads which would be harmful to visual amenity. As such, the development would be contrary to the intentions of Policy EV/11 of the Borough of Charnwood Local Plan, which seeks to ensure that new advertisements are not damaging to local amenities. compatible with the interests of amenity and safety. The Plan also indicates that, within Areas of Special Control, the Council will be particularly concerned to protect the character and quality of the surrounding rural area.