Abstract

A major problem in the management of large urban areas and metopolitan cities is visual pollution. The progressive growth in number, dimensions and visual intensity of the «open air media» represents a serious threat against the aesthetic characteristics of any city, its monuments and cultural heritage, even its identity and shape. It is a problem of environmental impact, made more difficult to handle by the indifference of commercial decision makers and by the absolute lack of planning on the part of municipalities and local public administrations. The paper describes the outcomes of a comparative analysis carried out by a research group at the School of Art and Communication at the University of San Paulo, Brazil, and highlights the danger of an active appreciation on the part of consumers, which risks to multiply the negative impact of open air media upon the urban environment.