Orden y rapto de la valla publicitaria

The author examines advertising billboards (in buildings) by comparing them to classical architectural columns and ornaments. The only thing we think that the discipline could offer in a truce to the billboard, for lack of anything better than its mediocre judgments. Faced with the objections about the billboard that we reviewed at the beginning (its discursive one-sidedness, its visual contamination, its aesthetic marginality, its legal ambiguity, its uninhabitability, its programmatic brevity, its significant emptiness) it is concluded that the billboard could belong to the order of the columns of classical architecture, as a possible architecture to pay for happiness, as a possible way to make cities, as an ornamental revolution, and as a flag and oracle of capitalism.ʺ (HKB Translation) -Pages 65-66.