Last week I was interviewed by Brayan Vera Alfaro, a student of Communications of the UPN, on whether there is an overload (excess) of advertising in Trujillo. These were my answers. Do you think there is too much advertising in our city?
I do not think we are far from falling into the high pollution levels Lima advertising or other large Latin American cities. We are a city of nearly one million people that offers many areas not yet exploited for outdoor advertising . The advertising is focused on certain sectors of the civic center and the Avenida Spain at the height of the Altar and the height of five corners (Spain-Bolognesi, Pedro Muniz and Juan Pablo II) and the scraps Bolivar, Pizarro, Gamarra and to a lesser extent, Junín and Orbegoso.
Of the places mentioned, what you consider to be suffering from advertising overload?
environmental advertising Pizarro and Gamarra is the permissible limit, that is not the same with Bolivar where visual pollution, coupled with the vehicle concentration, it becomes unbearable. Pollution in this rag, specifically Passage from San Augustine to Columbus is saturated with bad taste advertising. POP material we Claro and Movistar (brand that uses a fluorescent green strident misused hurts the eyes), signs for dollars and other foreign currencies, signs of buying and selling gold and jewelry, sneakers, printing services. The municipality has not done much to enforce the regulation and use in this important area of \u200b\u200bdowntown Trujillo.
Is there a law regulating outdoor advertising and use of the civic center?
Yes One of the initiatives to restore the historic center Trujillo-or what remains of it-is that all spaces and public facilities to dispose of neon signs and put your name or logo on pvc material or better yet, wrought iron black. Some companies have complied with this rule as Metro or Inkafarma and local restaurants such as Our Bar, Bar Tribute, Asturias, Amaretto, but there are others that the legislation is a dead letter and would have to be with them more rigorous and less contemplative.
How long Jiron Bolivar and other parts of the civic center suffering from excessive advertising?
Trujillo commercial activity throughout the twentieth century focused in the civic center, hence its appearance has been the bombardment of all types of signs with colorful designs and fancy colors. Now with the rules above and the fact that consumption is concentrated in the periphery, in the malls, the advertising onslaught is declining, except in Bolivar began to be contaminated in the last five years of last century with the proliferation of cellular and pollution remains the same, as if he were suspended in time.
Do not you think that the big avenues like America, Víctor Larco, Hussars of Junín, Extension Vallejo, etc., Are severely polluted by advertising?
No. I could accept that some extension blocks or Hussars Vallejo are the limits of what is permissible but are not yet a serious threat to the landscape Trujillo. Where it is still permissible but should be careful not to fall into excess, especially in the summer season upon us, is on the road to Huanchaco.
Who is affected and benefited from this phenomenon?
Beneficiaries anyone affected everyone. The advertising saturates the eye and mind of the passerby. Seeing so many messages agglomerates and competing with each other, simply cancel their impact. Ever happened to me that a person asked me about certain public institution and did not realize he was standing in front of the facade with a huge sign of their logos, the problem is that some local advertising was quite obscured and obstructed the effect the sign.
Does advertising phenomenon is global pollution?
course, is endemic in all large cities. But there are places that make this an attractive problem in New York Broadway Street, Piccadilly Circus in London or the actual Las Vegas where People walk dazzled by the neon pollution. But currently being carried out measures to ensure that such panels are at a considerable distance from each other, the regulation of light and color in some places that do not obscure or spoil the urban landscape of the city. These measures are unfortunately dead letter in the third world cities where advertising pollution (the invitation to eat) can make a cruel contrast to extreme poverty.
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