| Popis: |
This article aims at showing the relationship between publicity elements, such as posters and signs, with the city architecture, so that the contribution of these elements with the identity of the urban sites, especially the historical ones, can be understood. In order to do that, a focal point is given to Rua da Palma, located in the city of Recife (Pernambuco, Brazil). For the development of this research, which was based on the present morphological analysis of the site, a survey of photographs and the use of the buildings in the street from 2006 to 2009 was carried out. Also, the existing urban legislation was analyzed. Studies undertaken by authors such as Certau (1994), Venturi (1977) and Koolhaas (2004), among others, and concepts related to retail marketing helped in the conclusion of this analysis of the urban space, which presents architecture as a publicity media, often transforming the identity of the area. A starting point is presented here for future investigation on the role of urban laws and urban control, which deal with the placement of publicity elements in the architecture of the city and contribute for the formation or the urban landscape. This landscape which is considered an integral part of a cultural identity. |
