Você já passou por mim, e nem olhou pra mim: O uso de elementos publicitários em fachadas do Centro Histórico de Campina Grande, Paraíba.

Abstract

Brazilian commercial centers increasingly showcase the use of urban landscape constituent units as advertising elements. The situation is even more aggravating in historical-commer - cial centers, such as the case of Campina Grande, in Paraíba. The present work has as its object of study the facades of Marquês do Herval, Venâncio Neiva and Maciel Pinheiro streets. The objective is to analyze the current situation of historical facades, in relation to the current advertising nor - mative parameters, aiming to understand the current rela - tionship between advertising and preservation of the built heritage. As for the research methodology, it started with a bibliographic review, including concepts in the field of con - servation and restoration, visual quality, and understanding of the regulation of advertising as a strategy for preserving the historical heritage. Then, temporal rescues were carried out about the historical and spatial formation of the central nucleus of Campina Grande, eliciting regulations in force that ensure the protection of heritage in the area, especially with regard to advertising interventions. Finally, Identification and Characterization Sheets of Goods were carried out, resulting in an urban diagnosis about the facades regarding the regula - rity of advertising elements, state of conservation and degree of modification. The results led to the proposition of general guidelines and strategies that can minimize heritage degra - dation, especially with regard to discriminated advertising interventions.