Formação do campo publicitário brasileiro 1930-1970
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This report follows a prior one which examined the American industrialization and the constitution of a consumption society in the USA between 1870 and 1930. Once examined the panorama in the USA, here we focus the international diffusion of the American advertising in Brazil, since the implantation of the first branches of American Advertising Agencies in the twenties. The remarkable role they had in the development of professionals and of advertising market in the country is examined within two different and complementary frameworks. The commercial interest of American corporations in Brazil and the political interests of the American government concerning Brazil. Taking into account the biographies of two Brazilian advertising men Rodolfo Lima Martensen and Renato Castelo Branco - the text presents the social profile of the young prone to be interested in a new field of activity in the country and therefore far off the professional valued choices then. Aiming at the period between 1930 and 1970, the analysis points the emerging of an advertising field relatively autonomous in Brazil in which the admen opened up agencies and conquered a vast number of accounts, particularly those from government, in a period of military authoritarian regime. The new panorama is favorable to professionals having the necessary influence channels to act upon the government and politics backstage so as to obtain public ad accounts; to assist candidates and political parties in campaigns, and to negotiate advertising business corporative interests. All framed in the setting in which advertising business pole moved from Rio de Janeiro to São Paulo, in which the country turned from a democratic regime to the military dictatorship (Coup d État in 1964); the electronic media over passed printed one and the industrialization by import substitution grew in a very fast pace.