Publicidade e imóveis inventariados: estudo de caso no “Foco de Especial Interesse Cultural Calçadão” no III Plano Diretor, Pelotas, RS

Abstract

This work deals with the protection of historical and cultural heritage under the focus of special cultural interest “sidewalk”, III Municipal Plan, Municipal Law 5501/2008. The proposal discusses the relation between advertising and built heritage, specifically in relation to goods considered as historical and cultural inventory, according to Municipal Law 4568/2000. The Master Plan II ( Law 2565/1980) considers the study area as the central trade area and, according the new rules, it identifies this space as a place of cultural interest. Thus, there is an important change in a space consolidated as a commercial point. Another point of supporting of this work is the law project that deals with the organization of the advertising. This project is being studied by the City Council of Pelotas since 2003. Then, the objective of this work is the understanding of historical and cultural heritage, under the architectural aspect, as an element that conforms the urban landscape in an area predominantly commercial. This study also questiones how conciliate the commercial urbanism and the urban landscape preservation avoiding the visual pollution.