The verticalization of São Paulo through real estate advertisements and modernity in the 60s

• Grant number: 22/00578-1
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: September 01, 2022
• End date: August 31, 2023
• Field of knowledge: Applied Social Sciences - Architecture and Town Planning - Fundamentals of Architecture and Urbanism
• Principal Investigator: Ana Lucia Duarte Lanna
• Grantee: André Akira Shirota Sumi
• Host Institution: Faculdade de Arquitetura e Urbanismo (FAU). Universidade de São Paulo (USP). São Paulo , SP, Brazil

Abstract

The research project looks at the city and its buildings through a graphic production that is not usual in the studies of architecture in general. Real state advertisements, published in journals and magazines, which objectives were to introduce and promote the sales of the properties. It's understood thus that the real state advertisement as part of visual culture and its objective analysis has a lot to contribute to the understanding of social and urban dynamics that ruled in the 1960s. Thereby, the objective is to understand in what way the visual elements of the real state advertisements recall certain ideas and values to make themselves attractive. Also, it is proposed to investigate the idea of modernity that ruled SãoPaulo's society in the 1960s and how it relates to the attributes that were considered positive in the advertisements. The abundance of graphic and typographic languages in the advertisements makes it possible to face and unveil the complexity of urban configurations and connect the representations with the verticalization process that marks the modern city. (AU)