A construção da memória na publicidade do IV Centenário da cidade de São Paulo

• Autor(a) principal: LOFEGO, Silvio Luiz
• Data de Publicação: 2007
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Patrimônio e Memória
• Texto Completo: http://pem.assis.unesp.br/index.php/pem/article/view/20
• topic: São Paulo; commemoration; memory; publicity; 4 th centenary.; São Paulo; comemoração; memória; propaganda; IV Centenário

This text tries to discuss the relationship between publicity produced during the commemoration of São Paulo city 4 th centenary and the subsidence of the paulistana memory. In the message produced the publicity, in its majority, they evoked the links between the past and the future of city, reprocucing exaustively the expression: the city that more increases in the word, within a context that tried to project the Bandeirante “glory” and the magnificent future. In the sources analysis, mainly in the newspapers of the period, it impresses the infinity of products licensed witer the labelo f the 4th centenary, from the simple to the most sophisticated ones. Aggregated to the commemorative label, everyone seemed to be part of a same history, what meant to be descendent of the Bandeirante bravery. The publicity around the 4th centenary was extensive to all the activities of the Paulistana society and reveal the purpose of the dominant paulistana class to root the icons creators of a memory that could justify its hegemony in the national scenery.