Until recently, one of the many extraordinary aspects of Venice was that it was a city with almost no advertising. Now, however, the agencies dealing in mega-advertising locations have realised they can exploit a recent change in the law to sell space there and make a large profit, yet they still get called sponsors by the authorities. Currently the villain of a 007 movie looms out of a huge Swatch ad on the Piazzetta of San Marco while two Lancia cars drive over the façade of the Doge’s Palace and even the Bridge of Sighs carries a banner.
The law allows the scaffolding on public buildings under restoration to carry advertising so long as the superintendent considers that it does not “detract from the appearance, decorum or public enjoyment of the building”. While the existing ads in Venice have aroused local and international protest, Venice superintendent Renata Codello insists that she has been very discriminating: “I have turned down masses of proposals, including one with the entire Italian football team dressed only in their shorts,” she told the Association of Private Committees for Venice last month.
Original Article from The Art Newspaper
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