<body> Public Ad Campaign: Propaganda volta às ruas de São Paulo com anúncio de cerveja
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Monday, April 8, 2013

Propaganda volta às ruas de São Paulo com anúncio de cerveja

Sao Paulo has been ad free for several years now after the swift actions of its mayor brought a reckless situation under control. While I have not visited Sao Paulo, images suggested that everything from the largest billboards to the smallest postings came down quickly after the implementation of Lei Cidade Limpa. According to sources in Sao Paulo this just changed with the implementation of bus shelter advertising and freestanding ads affixed to city clocks. I am unsure of the politics of this new action which seems to go against the very notion of the "clean city law" but what is clear is that the spirit of the law has been broken with this new development. No longer is the city controlled by an overwhelming proliferation of commercial messages but in its place we have an institutionalized use of public space for commercial messaging. While it may not appear as blighting as the disarray that stood years before, the effects of widespread commercial imagery on the society as a whole is nonetheless the same. I look forward to seeing what the community response to this overnight betrayal of the "clean city law" which was so popular amongst Paolistas.
Seis anos e três meses após o início da vigência da Lei Cidade Limpa, coube a uma marca de cerveja abrir caminho para a volta da publicidade nas ruas de São Paulo. [Mais Aqui]

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Anonymous Anonymous said...

Hello folks. I live in Sao Paulo. "Cidade Limpa" was never a total removal of ads law.

The original project/law was always and still is removing all the ads that were runned by several local companies and then start with institutionalized spaces runned by big global corporations (JC Decaux, Clear Channel, etc).

"Cidade Limpa" was just a political marketing "brand" for the project of creating more valuable (and "organized" ad spaces) in the city.

The same happend with grafiti and street art. For some years, street art was constantly removed by the city in the name of "Cidade Limpa". Now we see more and more walls with "sponsored grafiti" all over the city.

The sad part is that not only the paulistas, but also the world belived that the previous mayor project was really a "clean city". Even Adbusters fall into the political marketing. But the idea of having only big companies exploring valuable spots for ads was there since the begining of Cidade Limpa.


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