The exhibition American Advertising Art and its connections with the field of Brazilian advertising

• Grant number: 24/20337-4
• Support Opportunities: Scholarships abroad - Research Internship - Scientific Initiation
• Start date: February 01, 2025
• End date: February 28, 2025
• Field of knowledge: Linguistics, Literature and Arts - Arts - Art Fundamentals and Criticism
• Principal Investigator: Dária Gorete Jaremtchuk
• Grantee: Adson Silva Santos
• Supervisor: Mariola Virginia Alvarez
• Host Institution: Escola de Artes, Ciências e Humanidades (EACH). Universidade de São Paulo (USP). São Paulo , SP, Brazil
• Institution abroad: Temple University, United States
• Associated to the scholarship: 24/09077-0 - The exhibition American Advertising Art and its Connections with the Brazilian Advertising Field, BP.IC

Abstract

The project "American Advertising Art" aims to study the relationships between this exhibition that took place in 1955 at the São Paulo Museum of Art (MASP) and its role in shaping the advertising field in Brazil. So far, searches for documentary sources have been conducted within the museum's own collection, as well as information about the event published in periodicals and newspapers from that time. In addition to these sources being located and analyzed, a literature review on the theme has also been carried out. It has become appropriate to investigate American archival collections for a more comprehensive data gathering. Thus, the request presented here is for the implementation of a research internship in the United States to gather sources on the "American Advertising Art" exhibition in the archives of that country.The Scientific Initiation project on the exhibition "American Advertising Art" aims to analyze the relationships between the show held in 1955 at the São Paulo Museum of Art (MASP) and its impact on the formation of the advertising field in Brazil. To date, searches for documentary sources in the museum's collection have been conducted, as well as information about the event available in periodicals and newspapers from that time. These sources have been located and analyzed, and a literature review on the topic has also been completed. Given the limited archival materials available, it is deemed pertinent to investigate collections and archival materials in the United States for a more comprehensive survey of data. Therefore, this request pertains to undertaking a research internship in the United States, with the aim of gathering sources on the "American Advertising Art" exhibition in the archives of that country.