Abstract
O artigo analisa anúncios de cosméticos publicados na revista Fon-Fon! de 1911 a 1934. Discute as rupturas e continuidades observadas nos anúncios de cosméticos coletados. Estuda especificamente a publicidade de pó para maquiagem e os modelos de feminino presentes nos respectivos anúncios, com base em duas grandes séries: os anúncios com e sem imagens femininas. Também introduz e discute a metodologia da produção de uma história com base em anúncios publicitários. Metodologicamente, destaca-se a importância e centralidade da imagem nas análises feitas, atentando para a composição das imagens e os modelos de feminino propostos. As ferramentas de análise da imagem se pautaram nos trabalhos de Sophie Cassagnes e Martine Joly, e os pressupostos de ordem teórica, em Haskell.
Highlights
This article is a study of cosmetics advertisements published in Fon-Fon Magazine between 1911 and 1934
The tools for the analysis of images were based on the work of Sophie Cassagnes and Martine Joly, while the theoretical postulations were drawn from Haskell
Given the variety of advertisements and advertising and publication conditions, to divide the period into four distinct moments: 1911-1935; 1935-1950; 1950-1970; and 1970-2000. For each of these periods it was proposed to examine the models of advertising related to the question of the beauty industry; compose a framework of analysis which could indicate the receptors of the advertisements and the femininities highlighted as the models to be followed by women and desired by men at the time in question
Summary
This article is a study of cosmetics advertisements published in Fon-Fon Magazine between 1911 and 1934.
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