Rótulo (
Spanish
Spanish might refer to:
* Items from or related to Spain:
**Spaniards are a nation and ethnic group indigenous to Spain
**Spanish language, spoken in Spain and many countries in the Americas
**Spanish cuisine
**Spanish history
**Spanish culture
...
: "sign" or "title") refers to hand-painted signs on buildings that describe their function or serve as an advertisement, used in
Latin America
Latin America is the cultural region of the Americas where Romance languages are predominantly spoken, primarily Spanish language, Spanish and Portuguese language, Portuguese. Latin America is defined according to cultural identity, not geogr ...
, and
Mexico
Mexico, officially the United Mexican States, is a country in North America. It is the northernmost country in Latin America, and borders the United States to the north, and Guatemala and Belize to the southeast; while having maritime boundar ...
in particular. These signs are painted by specialized artisans and are produced in sessions over the course of days.
While becoming less prevalent in higher income areas, they continue to be viable forms of commercial art in working and middle-class neighborhoods in
Latin America
Latin America is the cultural region of the Americas where Romance languages are predominantly spoken, primarily Spanish language, Spanish and Portuguese language, Portuguese. Latin America is defined according to cultural identity, not geogr ...
.
As street art they are connected with the
Mexican Muralism
Mexican muralism refers to the art project initially funded by the Mexican government in the immediate wake of the Mexican Revolution (1910–1920) to depict visions of Mexico's past, present, and future, transforming the walls of many public buil ...
movement from the 1930s but predate it and represent a unique branch of the hand-painted sign art of the nineteenth century.
Usage
Rotulos are used extensively by small
business
Business is the practice of making one's living or making money by producing or Trade, buying and selling Product (business), products (such as goods and Service (economics), services). It is also "any activity or enterprise entered into for ...
and some major
corporation
A corporation or body corporate is an individual or a group of people, such as an association or company, that has been authorized by the State (polity), state to act as a single entity (a legal entity recognized by private and public law as ...
s. They are produced in many sizes and vary in levels of detail. The detail used is particular to the artist commissioned to produce the rotulo and is also dependent on the audience the company is intending to target. The amount of time required to produce each rotulo depends on the amount of detail requested by the
company
A company, abbreviated as co., is a Legal personality, legal entity representing an association of legal people, whether Natural person, natural, Juridical person, juridical or a mixture of both, with a specific objective. Company members ...
. On average it can take multiple days to complete a finished rotulo.
See also
*
Truckside advertisement
*
Out-of-home advertising
Outdoor advertising or out-of-home (OOH) advertising includes public billboards, wallscapes, and posters seen while "on the go". OOH advertising formats fall into four main categories: billboards, street furniture, Transit media, transit, and a ...
References
{{reflist
External links
Advertising Billboard
Culture of Latin America
Advertising