A poluição visual e as leis de ordenamento do aparato publicitário : a percepção do usuário em centros comerciais de cidades de diferentes escalas

Abstract

The present dissertation belongs to the scope of applied social sciences, in the research line of environmental perception, and of architecture and urbanism. It encompasses the theme of visual pollution caused by the disorderly use of advertising apparatus in cities of different scales. The research problem is configured from the lack of legislation that considers the user's perception for the ordering of advertising apparatus. Therefore, we seek to answer the following question: considering the user's perception, how to solve the problem of visual pollution caused by the disorderly use of advertising apparatus in cities of different scales? This premise aims to define recommendations for the implementation of laws governing the advertising apparatus that value the user's perception in cities of different scales. For this, the cases of three cities are studied, Santo Ângelo, Rio Grande do Sul, São Paulo, capital of the state of São Paulo and Caxias do Sul, also in Rio Grande do Sul. Santo Ângelo is the primary case study, the focus of this work, while the other two cities are secondary case studies. Regarding the methodology adopted, in addition to the bibliographic review and analysis of the legislation of these centers, its sought to work with interviews and focus groups as methods of understanding the perception of users. The results show that citizens who live in cities that have their advertising apparatus in order have a positive perspective on these laws. On the other hand, in a municipality where they are absent, it was noticed that, when discussions were held on the subject, different groups of users tend to also suggest a positive acceptance. Finally, guidelines are presented that may serve as fomentation material for discussions that contribute to the improvement of the urban landscape in small and medium-scale cities, based on public policies.