The issue of the usage of advertisements in the landscape of the Calçadão of the Historic and Commercial Center of Aracaju

Abstract

This article addresses the effects of excessive use of advertising on architecture, considering that this practice favors the visual pollution of the urban landscape. The arbitrary overlap of advertisements impairs the legibility of the landscape, implies the loss of local identity, through the covering of referential and symbolic elements of the city and favors the disorientation of people due to the excess of information. The study is based on the right of all citizens to enjoy an ecologically balanced environment, guaranteed by article 225 of the Federal Constitution of 1988, in addition to constituting a duty of public managers to preserve the built environment and historical heritage. The Calçadão of the Historic and Commercial Center of Aracaju is adopted as an object of study because it has a significant concentration of advertisements in buildings of historical value, which have been harmed due to advertising. The objective is to analyze how advertising is introduced in this landscape and what its main impacts are. In order to do so, a bibliographic survey of related topics was carried out and data collection such as on-site visits, observations, photographic survey and perceptual analysis were carried out. As a result, it was verified that the excessive use of advertising causes several negative aspects to architecture, which reveals the need for public policies to reorder this practice to guarantee urban visual quality. In addition, it is expected that the reflections raised in the work can contribute to the discussion of this problem and collaborate with the knowledge of this field of study.

KEYWORDS: Urban landscape. Advertising. Visual Pollution.