Fotografia de fotopublicidade na ambientação urbana de São Paulo

Abstract

This article analyses photographs of Hélvio Romero that show advertisement on the streets of the largest city in South America, São Paulo. Based on the observation that billboards can “act” on a very diverse urban population, we ask about the processes of organization of this type of photography, which is installed in the city and seizes its architecture and its road layout. Within the “environmental advertising”, picture becomes a producer of scenes that are transfigured into specific places of semantic investments that give merit to physical attributes of enunciation’s figures, which are used to highlight the narrative of sexuality, here conceived as basic narrative of consumption.