The exhibition American Advertising Art and its Connections with the Brazilian Advertising Field

• Grant number: 24/09077-0
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: July 01, 2024
• Status: Discontinued
• Field of knowledge: Linguistics, Literature and Arts - Arts - Art Fundamentals and Criticism
• Principal Investigator: Dária Gorete Jaremtchuk
• Grantee: Adson Silva Santos
• Host Institution: Escola de Artes, Ciências e Humanidades (EACH). Universidade de São Paulo (USP). São Paulo , SP, Brazil
• Associated research grant: 22/12333-3 - Institutional geopolitics: art in dispute in international circulating exhibitions in Brazil (1948-1978), AP.TEM
• Associated scholarship(s): 24/20337-4 - The exhibition American Advertising Art and its connections with the field of Brazilian advertising, BE.EP.IC

Abstract

Although several studies have analyzed the relationship between art and the advertising market in Brazil, the international traveling exhibitions on this theme that took place at the São Paulo Museum of Contemporary Art Assis Chateaubriand have been little explored. Thus, this research aims to analyze the exhibition American Advertising Art, which took place in 1955, and relate it to the Brazilian advertising field, especially the creation of the School of Advertising of the Institute of Contemporary Art and the First Advertising Salon.