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Advertising in Brazil: American presence, political game and consecration (1945-1985)

Grant number: 16/08106-0
Support Opportunities:Scholarships in Brazil - Master
Start date: November 01, 2016
End date: August 31, 2018
Field of knowledge:Applied Social Sciences - Communications - Public Relations and Propaganda
Principal Investigator:José Carlos Garcia Durand
Grantee:Eric Anacleto Ribeiro
Host Institution: Escola de Artes, Ciências e Humanidades (EACH). Universidade de São Paulo (USP). São Paulo , SP, Brazil

Abstract

In order to actually understand a particular social group and its importance throughout history, it is essential to analyze the contexts that permeated its development, highlighting the relationships established with other social institutions and identifying its legitimate consecration capital. From this perspective, the research project proposed here aims to unravel the main aspects of the development of a powerful institution of cultural production and transmission in Brazilian society: advertising; as well as the power and political relations that important professionals of that field developed. More specifically, we seek to put on the agenda the issue of advertising activity as a social field, holder of specific interests and capital, starting from the US influence, its agencies and clients, as well as the adaptation to Brazilian social and political scenario and the settings established by The Second World War and The Cold War. To this end, we will seek to reconstruct the emergence of an elite of advertisers, identifying their consecration institutions and the political and historical contexts that have contributed to the formation of a habitus. The study will be based on the research of documentary sources, such as press material, advertising annuals, interviews and testimonials from CPDOC files, among others; besides, we will explore what has already been produced regarding Brazil and US relations and the development of the field in both countries, seeking to analyze, from the perspective of the sociology of production of symbolic goods and formation of elites, the main determinants of the rise of the representatives of such a field and their relations with political institutions, always seeking for a true perspective of the corporative world, where clients are recruited. (AU)

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Academic Publications
(References retrieved automatically from State of São Paulo Research Institutions)
RIBEIRO, Eric Anacleto. Advertising in Brazil: American presence, political game and consecration. 2018. Master's Dissertation - Universidade de São Paulo (USP). Escola de Artes, Ciências e Humanidades (EACH) São Paulo.