Por tr?s de uma tampinha de Coca-Cola, um mundo de coisas boas : o American way of life nas p?ginas de O Cruzeiro e Manchete (1950-1959)

• Main Author: Bammann, Kellen
• Other Authors: Malerba, Jurandir
• Format: Others
• Language: Portuguese
• Published: Pontif?cia Universidade Cat?lica do Rio Grande do Sul 2016
• Subjects: PROPAGANDA - BRASIL - HIST?RIA; PROPAGANDA - ESTADOS UNIDOS - HIST?RIA; HIST?RIA; CIENCIAS HUMANAS::HISTORIA
• Online Access: http://tede2.pucrs.br/tede2/handle/tede/6757

Submitted by Setor de Tratamento da Informa??o - BC/PUCRS ([e-mail]) on 2016-06-07T18:27:37Z No. of bitstreams: 1 TES_KELLEN_BAMMANN_COMPLETO.pdf: 6455506 bytes, checksum: ecd6adfcfd8f1b63aaca0eb31c05ef32 (MD5) === Made available in DSpace on 2016-06-07T18:27:37Z (GMT). No. of bitstreams: 1 TES_KELLEN_BAMMANN_COMPLETO.pdf: 6455506 bytes, checksum: ecd6adfcfd8f1b63aaca0eb31c05ef32 (MD5) 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.