Retratos de brasilidade: uma perspectiva da herança modernista na publicidade contemporânea

• Autor(a) principal: Ferreira, Maria Alice dos Santos
• Data de Publicação: 2007
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://tede2.pucsp.br/handle/handle/4944
• topic: Brasilidade; Identidade nacional; Modernismo; Publicidade; Publicidade -- Brasil; Modernismo (Arte) -- Brasil; Caracteristicas nacionais brasileiras; Brazility; National identities; Modern art; Publicity; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

The present work explores the matters of brazility on the perspective of the modern art and the contemporary printed publicity. For this, it departs from the visual analysis of the Brazilian popular culture s imaginary in these the two instances. It observes how traces of brazility were built from the modern art aesthetic, on its first phase (from 1922 to 1945), which collaborated for certain representations about Brazil as instruments of strength and consolidation for the artistic creation. As this imagery compilation have been used for the contemporary publicity toward the approach and identification with its public, it is evident that the advertisement has had more prominence in the social relations of the individuals which, as a symbolic mediator, constitutes the entities that mediate the constructions that build national identities. Indeed, from these two mediations, a passage is perceived where the used imagery resources toward brazility are similar. However, if they differ in its organizations and its amplitudes of directions, in which the dialectic established between belonging and recognition propels for the answers by means of the investigation on the universal and the particular one