f officials in the Brazilian government have their way, the flash and dazzle of Sao Paulo may soon be a part of history. Overwhelmed by what the authorities term visual pollution, the city plans to clamp down on all outdoor hoardings in order to offer its residents an unimpeded view of their surroundings.

But the proposal seems to have sparked off a flurry of verbal activity. On one side of the podium are city planners, architects and environmental advocates who argue that the prohibition brings the prosperous South American city a step closer to an imagined urban ideal. On the other side, however, are advertisers and corporates who regard the legislation as injurious to society and an attack on their professions. According to them, the proposal is not only an affront to free expression, it also endangers several jobs. According to the lobby, consumers will have less information on which to base purchasing decisions, and even the streets will be less safe at night with the loss of illumination from outdoor advertising.... more