Poluição visual urbana: os impactos da publicidade na paisagem do calçadão do centro histórico e comercial de Aracaju

• Autor(a) principal: Santos, Daniela Pires
• Data de Publicação: 2021
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UFS
• Texto Completo: https://ri.ufs.br/jspui/handle/riufs/15610
• topic: Arquitetura; Paisagens; Proteção; Poluição urbana; Publicidade; Centros históricos; Landscape; Advertisin; Visual Pollution; CIENCIAS SOCIAIS APLICADAS::ARQUITETURA E URBANISMO

This paper presents the relationship between the excessive use of advertisements, especially the ones on the commercial buildings facades, considering that this practice contributes to the visual pollution of the urban landscape and to the users' feeling of discomfort due to the overload of images and information. The overlap of advertisements on buildings harms the legibility of the landscape, implies the loss of the location's identity, through the covering of referential and symbolic elements of the city, and causes the disorientation of people due to the excess of advertising content. The paper is based on the idea that all citizens have the right to enjoy an ecologically balanced environment, guaranteed by the 225th article of the Constitution of the Federative Republic of Brazil, besides being a duty of public administrations to protect and preserve the built environment and the historical and cultural patrimony, according to the 2nd article of the Statute of Cities, represented by historic buildings that are not spared by the exaggerated and uncontrolled use of advertising. The objective is to analyze how urban advertising introduces into the landscape of the Sidewalk Historic and Commercial Center of Aracaju and the impacts felt on the architecture, landscape and people's perception. We seek to achieve this objective through some research methods that involve a bibliographic survey of themes such as landscape, visual pollution and advertising; documental survey of the legislations that regulate the use of advertising in the cities of São Paulo and Aracaju; in addition to field research techniques that seek to collect data regarding the analysis of the facades of the Sidewalk buildings through a technical study and the analysis of the perception of users through the application of a questionnaire. As a result, it was realized that the excessive advertising inserted in the area presents several negative effects not only to the buildings, but also to the landscape and the users of the place, which reveals the need to implement some policies to control this practice and to guarantee an urban visual quality. In addition, it was possible, through the reflections raised in the work, to contribute to the discussion of this issue, which is quite common to other brazilian cities, and to collaborate with the knowledge in this field of study.