Free Stuff!

Walking back from the gym over the weekend, I came across an odd sight on the side of the sidewalk. Hanging from the iron fence guarding a brownstone were various articles of clothing, suspended from hangars originating from a local dry cleaners, as if to lend the impression of cleanliness to the offerings. Boxes sat underneath the clothes, filled with books and other knickknacks. I've seen this sort of display before out in the neighborhood, but what changed it for me was the modest, handwritten sign accompanying the wares that read "Free Stuff!" I suppose that made things more appealing for my neighbors, as I watched them scavenge through the goods for that gem amongst the roughness. I wanted to look, but in the back of my mind, I imagined the impromptu sidewalk sale could have been for all sorts of reasons. My favorite was imagining it as a spurned lover trying to get back at the one who rejected him or her. In any event, I kept walking.

But another tidbit of interest struck my fancy that brought me back to the wares on the street -- at least in my thoughts. Back in December, Sao Paulo, Brazil, in response to perennial offenders of their restrictions, and in an effort to combat "visual pollution," imposed a ban on all outdoor advertising throughout the city. Not only would billboards and signs have to come down, but all forms of public advertising, including paper flyers and streamers fluttering from planes, were eliminated from the 11-million strong city. Living in a place where Jameson's can splash ads for their Irish whiskey across the insides of subway cars ridden by schoolchildren, I was astonished to learn the extreme steps the Brazilian metropolis has taken to relieve the populace from information overload. Having spent hours of my life reshaping and haggling over every imaginable aspect of commercial signage for projects on my file list, I can almost appreciate the simplicity in Sao Paulo's efforts.

But putting aside the First Amendment issues, particularly since Sao Paulo is not subject to the U.S. Constitution, the question becomes who controls the public domain? Sure, billboards have been the bane of many a municipality's existence, particularly those that have highways passing through them. Zoning ordinances commonly attempt to keep them out. But what about those places that have turned advertising into inherent parts of their identity? In New York, Times Square has turned the cacophony of sight and sound that is eyesore advertising into an art. The Pepsi-Cola sign in Long Island City became a historic landmark. For those fans of The Sopranos out there, how could Tony Soprano drive through Jersey without passing by the "Drive Safely" signs posted on the Citco oil tanks along the New Jersey Turnpike, or Pizzaland once he makes it to the local streets. And what about my former home, where the Hollywood sign started as an ad for a housing development. Don't these icons have a place in our places?

I can certainly understand the source of Sao Paulo's frustration. Commercial enterprises have long sought to stretch the bounds of decency in order to gain attention for their goods and services. Fast-food restaurants rely on huge signage to draw in the impulse buyers who make up a large percentage of their customers. Even the City of San Francisco went too far last year when it tried to scent its bus stops with the warm goodness of cookies to push milk. But the absence of all signage and advertisements would in a way denude the very things that define a community, not to mention make it kind of difficult to pick out where you're trying to head when you don't know exactly where you are. Sao Paulo's honorable plan will most likely end once the litany of lawsuits work their way through the Brazilian legal system. But once the dust settles, it sure is interesting to think about a world without the daily bombardment of our commercial world. Would it be kinder and gentler? Probably, but then how would we know when someone's giving away free stuff?