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Previous issue date: 2016-03-29 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior - CAPES / As it has already been recognized in the Brazilian historiography, during the World
War II there was an important American influence in Brazil, especially through the
Cooperation Bureaus. The main goal behind those Bureaus was advancing the
notion of ?American Way of Life? to Brazilians as a soft power tool to Latin America.
However, during the 1950s, the American advertising agencies that arrived in Brazil
in the 1930s, were now engaged in selling this notion of an ?American Dream?
through their advertisements in the most popular Brazilian publications as a new tool
for the Cold War. Once they fully understood and dominated the Brazilian ad market,
where they masterly used a single discourse that perfectly fit the mold of the stories
produced in those Brazilian magazines, which allowed those agencies to dictate the
style of ad making in Brazil. In that sense, the main goal of this thesis is to analyze
how the penetration of the American ad style in Brazil helped to foster the notion of
?American Way of Life? in the Brazilian ad market in the postwar period. Therefore,
the focus of the analysis was centered in the Coca Cola advertisement pieces that
were created by the American agency McCann-Ericsson, that were publicized in the
two most popular weekly Brazilian magazines from that time: O Cruzeiro and
Manchete. / Como j? ? reconhecido pela historiografia brasileira, nos anos da Segunda Guerra
Mundial, a influ?ncia americana sobre o Brasil, e sobretudo a divulga??o do
American way of life, eram patrocinadas pelos Bir?s de coopera??o (OCIAA).
Entretanto, durante a d?cada de 1950, as ag?ncias de propaganda americanas ?
que desembarcaram no Brasil, a partir dos anos 1930, com a inten??o de vender os
produtos estadunidenses ? foram respons?veis por divulgar valores do sonho
americano nas p?ginas dos grandes seman?rios brasileiros. Ao dominarem esse
cen?rio publicit?rio, ancoradas por um discurso em un?ssono com as reportagens
divulgadas nesses magazines, as ag?ncias ditaram o estilo de cria??o da
propaganda no pa?s. Nesse sentido, o que se procura verificar ? a importa??o do
Americam way of life pela propaganda brasileira nos anos p?s-1945. Para isso,
buscaram-se, como fonte de pesquisa, os an?ncios de Coca-Cola, produzidos pela
ag?ncia norte-americana McCann-Erickson, e veiculados nos peri?dicos de maior
circula??o da ?poca: O Cruzeiro e Manchete.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/6757 |
| Date | 29 March 2016 |
| Creators | Bammann, Kellen |
| Contributors | Malerba, Jurandir |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Hist?ria, PUCRS, Brasil, Escola de Humanidades |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/doctoralThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | 1740700517806534787, 600, 600, 600, 600, -6557531471218110192, -3840921936332040591, 2075167498588264571 |
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