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Master's Dissertation
DOI
Document
Author
Full name
Roger Cavalheiro Silva
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2019
Supervisor
Committee
Deaecto, Marisa Midore (President)
Gaudêncio Junior, Norberto
Loureiro, Felipe Pereira
Martins Filho, Plinio
Title in Portuguese
Criar necessidades: a formação do mercado publicitário paulistano; o caso da agência A Eclectica, 1914-1940
Keywords in Portuguese
A Eclética
História da publicidade
História de São Paulo
História econômica
Mercado publicitário
Abstract in Portuguese
O presente trabalho discorre sobre a história da constituição do mercado de publicidade paulistano na primeira metade do século XX, descrevendo o seu processo de profissionalização, a partir do estudo da economia paulista desde a Primeira Guerra. Através do levantamento de dados sobre a abertura de empresas que pretenderam atuar neste ramo, verificou-se o crescimento do setor ao longo das décadas de 1920 e 1930 e sua consolidação, ao final do período estudado. A análise de obras de autores nacionais sobre o trabalho publicitário apresentou os conceitos e técnicas da época que foram utilizados por seus agentes. E, por meio do estudo da trajetória da agência A Eclectica, considerada a primeira agência profissional do país, pode-se observar a evolução desta atividade e o caminho deformação dos trabalhadores, destacando a capacidade dos donos desta empresa de identificar as melhores formas de construir o seu negócio.
Title in English
Create needs: the formation of the São Paulo advertising market; the case of agency A Eclectica, 1914-1940
Keywords in English
A Ecletica
Advertising market
Economic history
History of advertising
History of São Paulo
Abstract in English
The present work deals with the history of the advertising market in São Paulo in the first half of the 20th century. We describe here its professionalization process, having as basis the study of the economy of São Paulo since the First World War. Through data collection on the opening of companies that intended to operate in this branch, we verified the growth of the sector throughout the decades of 1920 and 1930, as well as its consolidation at the end of the aforementioned period. The analysis of writings developed by national authors on advertising practices presented the concepts and techniques used at the time by their agents. Furthermore, by studying the trajectory of the agency Eclectica, considered the first "professional" agency in the country, we can observe the evolution of this activity and the way they trained their workers, which highlighting the capacity of the owners of this company to identify the best ways to build their business.
 
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Publishing Date
2019-10-29
 
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