City with (No) Ad Signs

Sao Paulo is on the move to become a city with no advertising sign. In the long run, if this city persists, how might it alter the perception of its citizen?

Contrast this with Italo Calvino's image of an industrial city of nothern Italy in the 1960s:

Born and raised in the city, ... [Michelino] had never seen a forest, not even at a distance. ... [Michelino and his brother] walked around the city, illuminated by street lamps, and they saw only houses: not a sign of a forest. ... And so they reached the area where the houses of the city ended and the street turned into a highway.

At the sides of the highway, the children saw the forest: a thick growth of strange trees blocked the view of the plain. Their trunks were very very slender, erect or slanting; and their crowns were flat and outspread, revealing the strangest shapes and the strangest colors when a passing car illuminated them with its headlights. Boughs in the form of a toothpaste tube, a face, cheese, hand, razor, bottle, cow, tire, all dotted with a foliage of letters of the alphabet.

"Hurrah!" Michelino said. "This is the forest!"

...

That evening there was a report that on the superhighway a bunch of kids was knocking down billboards.

From Italo Calvino, "The forest on the superhighway", in "Marcovaldo: or Seasons in the City" p. 36-39.