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| Author(s): |
Eric Anacleto Ribeiro
Total Authors: 1
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| Document type: | Master's Dissertation |
| Press: | São Paulo. |
| Institution: | Universidade de São Paulo (USP). Escola de Artes, Ciências e Humanidades (EACH) |
| Defense date: | 2018-09-05 |
| Examining board members: |
José Carlos Garcia Durand;
Carlos Henrique Barbosa Gonçalves;
Carolina Martins Pulici;
Erick Andre Roza
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| Advisor: | José Carlos Garcia Durand |
| 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 the social institutions and identifying its legitimate consecration capital. From this perspective, the research presented here aimed 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 sought 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 Military Government. To this end, we sought 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 was based on the research of documentary sources, such as press material, advertising annuals, interviews and testimonials from Center for Research and Documentation of Contemporary History of Brazil files. Besides, we explored 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, 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) | |
| FAPESP's process: | 16/08106-0 - Advertising in Brazil: American presence, political game and consecration (1945-1985) |
| Grantee: | Eric Anacleto Ribeiro |
| Support Opportunities: | Scholarships in Brazil - Master |