A persistência de Jeca Tatuzinho: igual a si e a seu contrário
Autor(a) principal: | |
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Data de Publicação: | 2018 |
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/21141 |
Resumo: | The central idea of this dissertation is that a significant portion of the explanation of permanence of Jeca Tatu as an integral part of the cultural history of Brazil is in one of its representations, the one contained in the advertising booklet Jeca Tatuzinho. Created by Monteiro Lobato, sponsored by Instituto Medicamenta Fontoura, published in 35 different editions between 1926 and 1973, as well as later versions on the comic format, Jeca Tatu, properly sanitized, became the first and most important advertising character created in Brazil. In the fleeting advertising time, Jeca Tatuzinho is a milestone because it resisted time and the temporary kept following as a permanent reference. His career is chronicled in details considering: (1) the objective circumstances that define the process for approval and publication of advertisement parts; (2) the evolution from the point of view of Lobato on his hillbilly, originally conceived as a “bush burner”; (3) the implications of the involvement of the writer with the interests of sanitarians / hygienists / eugenists Artur Neiva, Belisário Pena e Renato Khel; (4) the profiles of Lobato as a publicist and adman; (5) the relation between Jeca Tatu from Jeca Tatuzinho’s publications and the different representations of Jeca that came before and coexisted with him – on popular poetry, music, caricature and films; (6) the relationship between Monteiro Lobato and Candido Fontoura; (7) the relations that Roger Chartier established between the “materiality of text and textuality of the object”, that implicated on the analysis of the characteristics as dimensions, number of pages, paper quality, color applications and graphic nicety; (8) the possibilities of diversification of public established by a language with ability to speak simultaneously with children, with adults treated as children and adults through the children; (9) the confrontation among the booklets and its two book versions – 1924 and 1930; (10) the comparison among the different versions of the booklets as a result of the changes of illustrators, the plot change in 1940, the inclusion of brands to be advertised, the reduction of pages, the adaptation of the booklet for spelling booklets and comics formats; (11) the checking of dates and circulation data with a projection of a doable number of impressions; (12) the results obtained by the advertiser; (13) the possible “modes of reading” by Jeca Tatuzinho in its different periods in view of its content at the same time fun and instructive; (14) the adjustment and maladjustment among ways to read the Jeca recomposed by Lobato and the hillbilly imagery |
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Fraga, Estefania Knotz Cangucuhttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8388447D6Piccino, Evandro Avelino2018-06-13T12:28:21Z2018-04-06Piccino, Evandro Avelino. A persistência de Jeca Tatuzinho: igual a si e a seu contrário. 2018. 256 f. Dissertação (Mestrado em História) - Programa de Estudos Pós-Graduados em História, Pontifícia Universidade Católica de São Paulo, São Paulo, 2018.https://tede2.pucsp.br/handle/handle/21141The central idea of this dissertation is that a significant portion of the explanation of permanence of Jeca Tatu as an integral part of the cultural history of Brazil is in one of its representations, the one contained in the advertising booklet Jeca Tatuzinho. Created by Monteiro Lobato, sponsored by Instituto Medicamenta Fontoura, published in 35 different editions between 1926 and 1973, as well as later versions on the comic format, Jeca Tatu, properly sanitized, became the first and most important advertising character created in Brazil. In the fleeting advertising time, Jeca Tatuzinho is a milestone because it resisted time and the temporary kept following as a permanent reference. His career is chronicled in details considering: (1) the objective circumstances that define the process for approval and publication of advertisement parts; (2) the evolution from the point of view of Lobato on his hillbilly, originally conceived as a “bush burner”; (3) the implications of the involvement of the writer with the interests of sanitarians / hygienists / eugenists Artur Neiva, Belisário Pena e Renato Khel; (4) the profiles of Lobato as a publicist and adman; (5) the relation between Jeca Tatu from Jeca Tatuzinho’s publications and the different representations of Jeca that came before and coexisted with him – on popular poetry, music, caricature and films; (6) the relationship between Monteiro Lobato and Candido Fontoura; (7) the relations that Roger Chartier established between the “materiality of text and textuality of the object”, that implicated on the analysis of the characteristics as dimensions, number of pages, paper quality, color applications and graphic nicety; (8) the possibilities of diversification of public established by a language with ability to speak simultaneously with children, with adults treated as children and adults through the children; (9) the confrontation among the booklets and its two book versions – 1924 and 1930; (10) the comparison among the different versions of the booklets as a result of the changes of illustrators, the plot change in 1940, the inclusion of brands to be advertised, the reduction of pages, the adaptation of the booklet for spelling booklets and comics formats; (11) the checking of dates and circulation data with a projection of a doable number of impressions; (12) the results obtained by the advertiser; (13) the possible “modes of reading” by Jeca Tatuzinho in its different periods in view of its content at the same time fun and instructive; (14) the adjustment and maladjustment among ways to read the Jeca recomposed by Lobato and the hillbilly imageryA ideia central desta dissertação é a de que parcela significativa da explicação da permanência do Jeca Tatu como parte integrante a história cultural do Brasil está em uma de suas representações, a contida no folheto publicitário Jeca Tatuzinho. Criado por Monteiro Lobato, patrocinado pelo Instituto Medicamenta Fontoura, publicado em 35 diferentes edições entre os anos de 1926 e 1973, além de versões posteriores no formato quadrinhos, Jeca Tatu, devidamente higienizado, se transformou no primeiro e mais importante personagem publicitário criado no Brasil. No tempo fugaz da propaganda, Jeca Tatuzinho é um marco porque resistiu ao tempo e o temporário seguiu como uma referência permanente. A sua trajetória é narrada em detalhes considerando: (1) as circunstâncias objetivas que definem o processo de aprovação e veiculação de peças publicitárias; (2) a evolução do ponto de vista de Lobato sobre o seu caboclo, originalmente concebido como “queimador de mato”; (3) as implicações do envolvimento do escritor com os interesses dos sanitaristas/ higienistas/ eugenistas Artur Neiva, Belisario Pena e Renato Khel; (4) os perfis do Lobato publicista e publicitário; (5) a relação entre o Jeca Tatu de Jeca Tatuzinho e as diferentes representações do Jeca que o antecederam e com ele conviveram – na poesia popular, na música, na caricatura e no cinema; (6) o relacionamento entre Monteiro Lobato e Candido Fontoura; (7) as relações que Roger Chartier estabeleceu entre a “materialidade do texto e a textualidade do objeto”, o que implicou na análise das de características como dimensões, número de páginas, qualidade do papel, aplicação de cores e esmero gráfico; (8) as possibilidades de diversificação de público estabelecidas por uma linguagem com capacidade de falar, simultaneamente, com as crianças, com os adultos tratados como crianças e com os adultos através das crianças; (9) o confronto entre o folheto e suas duas versões em livro – 1924 e 1930; (10) a comparação entre as diferentes edições do folheto em decorrência das mudanças de ilustradores, da revisão do enredo de 1940, de inclusão de marcas a serem anunciadas, da redução do número de páginas, da adaptação do folheto para os formatos cartilha e quadrinhos; (11) a checagem de datas e de dados de circulação com projeção de um número de tiragem factível; (12) os resultados alcançados pelo anunciante; (13) os possíveis “modos de leitura” de Jeca Tatuzinho nos seus diferentes períodos tendo em vista seu conteúdo ao mesmo tempo divertido e instrutivo; (14) o ajuste e desajuste entre as maneiras de ler o Jeca recomposto por Lobato e o Jeca do imaginário caipiraCoordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/45736/Evandro%20Avelino%20Piccino.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em HistóriaPUC-SPBrasilFaculdade de Ciências SociaisLobato, Monteiro [1882-1948] - Personagens - Jeca TatuLobato, Monteiro [1882-1948] - Personagens - Jeca TatuzinhoIdentidade social na literatura - BrasilCaracterísticas nacionais brasileiras na literaturaLobato, Monteiro [1882-1948] - Characters - Jeca TatuLobato, Monteiro [1882-1948] - Characters - Jeca TatuzinhoGroup identity in literature - BrazilNational characteristics, Brazilian, in literatureCNPQ::CIENCIAS HUMANAS::HISTORIAA persistência de Jeca Tatuzinho: igual a si e a seu contrárioinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTEvandro Avelino Piccino.pdf.txtEvandro Avelino Piccino.pdf.txtExtracted texttext/plain433871https://repositorio.pucsp.br/xmlui/bitstream/handle/21141/4/Evandro%20Avelino%20Piccino.pdf.txt87374a5c65ad0586f2e5418cf79be3ffMD54LICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv |
A persistência de Jeca Tatuzinho: igual a si e a seu contrário |
title |
A persistência de Jeca Tatuzinho: igual a si e a seu contrário |
spellingShingle |
A persistência de Jeca Tatuzinho: igual a si e a seu contrário Piccino, Evandro Avelino Lobato, Monteiro [1882-1948] - Personagens - Jeca Tatu Lobato, Monteiro [1882-1948] - Personagens - Jeca Tatuzinho Identidade social na literatura - Brasil Características nacionais brasileiras na literatura Lobato, Monteiro [1882-1948] - Characters - Jeca Tatu Lobato, Monteiro [1882-1948] - Characters - Jeca Tatuzinho Group identity in literature - Brazil National characteristics, Brazilian, in literature CNPQ::CIENCIAS HUMANAS::HISTORIA |
title_short |
A persistência de Jeca Tatuzinho: igual a si e a seu contrário |
title_full |
A persistência de Jeca Tatuzinho: igual a si e a seu contrário |
title_fullStr |
A persistência de Jeca Tatuzinho: igual a si e a seu contrário |
title_full_unstemmed |
A persistência de Jeca Tatuzinho: igual a si e a seu contrário |
title_sort |
A persistência de Jeca Tatuzinho: igual a si e a seu contrário |
author |
Piccino, Evandro Avelino |
author_facet |
Piccino, Evandro Avelino |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Fraga, Estefania Knotz Cangucu |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8388447D6 |
dc.contributor.author.fl_str_mv |
Piccino, Evandro Avelino |
contributor_str_mv |
Fraga, Estefania Knotz Cangucu |
dc.subject.por.fl_str_mv |
Lobato, Monteiro [1882-1948] - Personagens - Jeca Tatu Lobato, Monteiro [1882-1948] - Personagens - Jeca Tatuzinho Identidade social na literatura - Brasil Características nacionais brasileiras na literatura |
topic |
Lobato, Monteiro [1882-1948] - Personagens - Jeca Tatu Lobato, Monteiro [1882-1948] - Personagens - Jeca Tatuzinho Identidade social na literatura - Brasil Características nacionais brasileiras na literatura Lobato, Monteiro [1882-1948] - Characters - Jeca Tatu Lobato, Monteiro [1882-1948] - Characters - Jeca Tatuzinho Group identity in literature - Brazil National characteristics, Brazilian, in literature CNPQ::CIENCIAS HUMANAS::HISTORIA |
dc.subject.eng.fl_str_mv |
Lobato, Monteiro [1882-1948] - Characters - Jeca Tatu Lobato, Monteiro [1882-1948] - Characters - Jeca Tatuzinho Group identity in literature - Brazil National characteristics, Brazilian, in literature |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS HUMANAS::HISTORIA |
description |
The central idea of this dissertation is that a significant portion of the explanation of permanence of Jeca Tatu as an integral part of the cultural history of Brazil is in one of its representations, the one contained in the advertising booklet Jeca Tatuzinho. Created by Monteiro Lobato, sponsored by Instituto Medicamenta Fontoura, published in 35 different editions between 1926 and 1973, as well as later versions on the comic format, Jeca Tatu, properly sanitized, became the first and most important advertising character created in Brazil. In the fleeting advertising time, Jeca Tatuzinho is a milestone because it resisted time and the temporary kept following as a permanent reference. His career is chronicled in details considering: (1) the objective circumstances that define the process for approval and publication of advertisement parts; (2) the evolution from the point of view of Lobato on his hillbilly, originally conceived as a “bush burner”; (3) the implications of the involvement of the writer with the interests of sanitarians / hygienists / eugenists Artur Neiva, Belisário Pena e Renato Khel; (4) the profiles of Lobato as a publicist and adman; (5) the relation between Jeca Tatu from Jeca Tatuzinho’s publications and the different representations of Jeca that came before and coexisted with him – on popular poetry, music, caricature and films; (6) the relationship between Monteiro Lobato and Candido Fontoura; (7) the relations that Roger Chartier established between the “materiality of text and textuality of the object”, that implicated on the analysis of the characteristics as dimensions, number of pages, paper quality, color applications and graphic nicety; (8) the possibilities of diversification of public established by a language with ability to speak simultaneously with children, with adults treated as children and adults through the children; (9) the confrontation among the booklets and its two book versions – 1924 and 1930; (10) the comparison among the different versions of the booklets as a result of the changes of illustrators, the plot change in 1940, the inclusion of brands to be advertised, the reduction of pages, the adaptation of the booklet for spelling booklets and comics formats; (11) the checking of dates and circulation data with a projection of a doable number of impressions; (12) the results obtained by the advertiser; (13) the possible “modes of reading” by Jeca Tatuzinho in its different periods in view of its content at the same time fun and instructive; (14) the adjustment and maladjustment among ways to read the Jeca recomposed by Lobato and the hillbilly imagery |
publishDate |
2018 |
dc.date.accessioned.fl_str_mv |
2018-06-13T12:28:21Z |
dc.date.issued.fl_str_mv |
2018-04-06 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
Piccino, Evandro Avelino. A persistência de Jeca Tatuzinho: igual a si e a seu contrário. 2018. 256 f. Dissertação (Mestrado em História) - Programa de Estudos Pós-Graduados em História, Pontifícia Universidade Católica de São Paulo, São Paulo, 2018. |
dc.identifier.uri.fl_str_mv |
https://tede2.pucsp.br/handle/handle/21141 |
identifier_str_mv |
Piccino, Evandro Avelino. A persistência de Jeca Tatuzinho: igual a si e a seu contrário. 2018. 256 f. Dissertação (Mestrado em História) - Programa de Estudos Pós-Graduados em História, Pontifícia Universidade Católica de São Paulo, São Paulo, 2018. |
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https://tede2.pucsp.br/handle/handle/21141 |
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Pontifícia Universidade Católica de São Paulo |
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PUC-SP |
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Brasil |
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Faculdade de Ciências Sociais |
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Pontifícia Universidade Católica de São Paulo |
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