Art Deco and publicity: the mischaracterization of the modern heritage of Passo Fundo/RS

• Autor(a) principal: Carretta Diniz, Pedro Henrique
• Data de Publicação: 2020
• Outros Autores: Oliveira de Almeida, Caliane Christie
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: P@ranoá
• Texto Completo: https://periodicos.unb.br/index.php/paranoa/article/view/25150
• topic: Art Déco; Publicidade; Preservação; Passo Fundo/RS - Brasil; Art Déco; Publicity; Preservation; Passo Fundo/RS - Brasil; Art Déco; Publicidad; Preservación; Passo Fundo.

This paper is part of the theme of advertising and historical heritage, focusing on the city of Passo Fundo/RS, Brazil. The objective was to identify and map the buildings with reference to the Art Déco in the city, as well as to analyze the impact of the advertisements in this modern patrimony. In order to do so, it was necessary to carry out bibliographical studies related to the themes of publicity, Art Deco and the process of formation and transformation of Passo Fundo, in order to understand the importance of the mentioned architectural language in the context of the city and to expose the power of the lack of publicity regulation exerts on buildings of historical value. There were also on-site surveys of the identified Déco buildings, as well as documentary surveys of municipal laws related to patrimony and advertising control in force in Brazil. Most of the identified buildings are in bad or bad condition and have ads that are too large and unadjusted, compromising the perception of the architectural lexicon and, consequently, its historical and cultural value.to understand the cinematographic representation of a space it is necessary to investigate the filmic frame, being aware that it presupposes a relationship between body, space and camera.