Publicidad “Cultural”

Un interesante articulo en el Chicago Tribune esta semana trata el espinoso tema de la publicad en los andamios de monumentos y edificios emblemáticos que están siendo restaurados. Personalmente me parece una forma interesante de captar fondos para cubrir parte de los costes del mantenimiento de estas joyas culturales. Sin embargo, como indica el artículo esta práctica abre la puerta a abusos vulgares.

Gracias a Cronaca por el enlace.

Advocates of the ads say it's all for a good cause. Billboards have become an increasingly common sight on Rome's monuments since a 1997 law authorizing the sale of advertising on scaffolding to cover the costs of restoration work to the city's vast cultural heritage.

But when a 2,000-square-foot lipstick ad featuring a huge pair of red lips appeared in May across the facade of the 15th Century Trinita dei Monti church, whose position at the top of the Spanish Steps gives it a commanding view of the city, there was an outcry.

"It's clearly an abuse, a terrible abuse, which damages not only the beauty of the city but the visitors who come here to admire our ancient monuments," said Adriano La Regina, the superintendent of archeology for Rome and one of the most outspoken opponents of the policy.

The city has decreed that the ads must be "compatible" with their environment and the L'Oreal banner has been toned down.

But the furor has stirred a debate about the advertising.

"Some buildings are putting up scaffolding just to make money from advertising," said La Regina, citing the obelisk erected by the dictator Benito Mussolini in 1938. For much of the past year, the obelisk has been covered up by an ad featuring a scantily clad woman promoting an Internet service.

"The obelisk didn't need restoring; it isn't so old," he said. "The real purpose was to sell advertising."