City/invisibility and city/estrangement: São Paulo, before and after the “Clean City” law
City/invisibility and city/estrangement: São Paulo, before and after the “Clean City” law — This paper reflects on the relation between street advertising and the urban context in the city of São Paulo (SP/Brazil) before and after the implementation of the “Clean City” law, and offers some suggestio...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Pontíficia Universidade Católica de São Paulo
2009-09-01
|
| Series: | Galáxia |
| Online Access: | https://revistas.pucsp.br/galaxia/article/view/2097 |
| Summary: | City/invisibility and city/estrangement: São Paulo, before and after the “Clean City” law
— This paper reflects on the relation between street advertising and the urban context in the
city of São Paulo (SP/Brazil) before and after the implementation of the “Clean City” law, and
offers some suggestions about how these sign systems could dialogize. The methodological
approach whereby the urban context and street advertising are seen as sign systems, according
to the semiotics of Charles S. Peirce, involved the collection and analysis of data — photographic
records of São Paulo (before and after the “Clean City” law), and the presentation
of suggestions founded upon Lynch’s ideas about urban context; on Legorreta’s ideas about
educating the eyes to see architecture; and on Baudrillard’s ideas about advertising, notably
his concept of functionality. The relevance of this approach lies in the fact that the suggestions
are relevant to multiple urban and cultural contexts, and because they consider that urban
landscape studies are pertinent for communication professionals. |
|---|---|
| ISSN: | 1519-311X 1982-2553 |