The city of São Paulo and its dynamics: graffiti, Clean City Act and urban advertising

ABSTRACT Legislation changes and the dissemination of graffiti murals has changed the interpretation of society about the character of graffiti in the city of São Paulo, even receiving some encouragement from the City Hall. Graffiti pieces have been spread to embellish the city and promote touristic spots, which has favored the recognition and popularity of graffiti artists, encouraging a graffiti economy. The general objective of this article is to reflect on how this “graffiti economy” has been incorporated by market interests, showing that such incorporation process led to the creation of ways to “circumvent” advertising limitations imposed by São Paulo’s “Clean City Act” (Lei Cidade Limpa), which led to graffiti murals being used by big companies and advertising agencies.

摘要：立法变革与涂鸦壁画的传播，改变了圣保罗市社会对涂鸦属性的认知，甚至获得了市政厅的部分鼓励。涂鸦作品被用于美化城市、推广旅游景点，这提升了涂鸦艺术家的认可度与知名度，并催生了涂鸦经济。本文的总体研究目标是探讨这一“涂鸦经济”如何被市场利益所吸纳，研究表明，该吸纳过程催生了可规避圣保罗《洁净城市法案》（Lei Cidade Limpa）所规定的广告限制的手段，最终使得大型企业与广告代理商得以使用涂鸦壁画。