ABSTRACT
This chapter discusses how commercial signage controls are approached in the cities of Oxford, Gramado and Pelotas showing the influence of marketing the city and urban tourism strategies on the control of commercial signs in each historic city. It presents user responses related to: the necessity for the application of commercial signage controls, user desire to get involved in the development of these controls, those physical features of the streetscape recognized by users as important in the development of commercial signage controls, city centre appearance, city centre functions, city centre image, and wayfinding through commercial signs. In the nineteenth century, Pelotas was known as one of the most prosperous centres of cultural and commercial activities in Brazil, and the richest city of the State. During this period, several remarkable buildings were built in the city, and today they still portray the visual character of Pelotas.
