O fio sintetico e um show! : moda, politica e publicidade; Rhodia S. A., 1960-1970

AUTOR(ES)
DATA DE PUBLICAÇÃO

2005

RESUMO

This study aims to analyze the politics of advertising used by the Textiles Division of Rhodia S.A in Brazil, between 1960-1970. The advertising campaings were elaborated for Lívio Rangan (then managing of advertising of the company), and were executed by a team of professionals at Standard Propaganda, in order to create taste and to popularize the use of synthetic fibers (produced in Brazil exclusively by Rhodia up to 1968), causing a true ?clothing revolution?. This advertising policy was based on the production of fashion editorials for magazines and of shows, which conjugated elements of the Brazilian national culture (music, art and painting), in order to associate the product of a multinational company to the ?Brazilian fashion?. Such fashion spectacles are a novelty that brought dynamism to the shows and introduced a new aesthetic. The politics of the professionalization of the field of fashion in Brazil and its importance are thus the object of this thesis

ASSUNTO(S)

feiras industria textil fashion - social aspects - history publicity textile industry moda - aspectos sociais - historia publicidade

ACESSO AO ARTIGO

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