Propagandas na Revista do Rádio (RJ, 1948-1959)
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Data
2022-08-02
Autores
Trescentti, João Lucas Poiani
Título da Revista
ISSN da Revista
Título de Volume
Editor
Universidade Estadual Paulista (Unesp)
Resumo
Em 1922, surgiu uma novidade no Brasil: o rádio. O novo veículo de comunicação despertou a curiosidade, sobretudo, de indivíduos que se interessaram em expandir as ondas radiofônicas pelo país, caso do médico e professor Edgar Roquette-Pinto (1884-1954). O rádio tornou-se um ícone da modernidade, somando-se a outros artefatos que marcaram a transição do século XIX para o XX – cinema, máquinas fotográficas portáteis, gramofones, máquinas de escrever. Porém, foi somente a partir da década de 1930 que o veículo se difundiu de fato, época em que as propagandas começaram, mais intensamente, a fornecer os meios de financiamento para a programação. Naquele momento, o aparelho deixou de ser concebido como veículo para a difusão da educação e tornou-se um meio de diversão, destinado ao público amplo, o que favorecia o surgimento de publicações impressas, a exemplo da Revista do Rádio. Entre 1948 e 1959, o periódico carioca apresentou quantidade expressiva de anunciantes. O principal deles foi a Revista do Rádio Editora Ltda., responsável pela edição da própria revista e a única empresa do ramo de impressos periódicos entre os anunciantes do rol principal. Do mesmo modo, os demais patrocinadores da Revista do Rádio foram agrupados conforme a natureza dos produtos que ofertavam. Na sequência da rubrica impressos, constatou-se, em função da quantidade de anúncios, a maior oferta de itens de, respectivamente: higiene pessoal, beleza e limpeza e eletrodomésticos. O estudo analisou esse conjunto de peças publicitárias e procurou verificar a natureza dos anunciantes, as características dos itens ofertados e as mensagens publicitárias - aqui entendidas enquanto transmissoras de estímulo visual a partir de textos e imagens. Articular esses três elementos de um anúncio permitiu lançar luz sobre o processo histórico do comércio nacional, em particular o do Rio de Janeiro, e melhor se aproximar do público consumidor, tanto da Revista do Rádio quanto dos demais itens ofertados pelas outras empresas.
In 1922, a novelty appeared in Brazil: the Radio. This new communication vehicle aroused the curiosity, above all, of individuals who were interested in expanding radio waves throughout the country, as is the case of the doctor and professor, Edgar Roquette-Pinto (1884-1954). The radio became an icon of modernity, in addition to other artifacts that marked the transition from de 19th to the 20th century – cinema, portable cameras, gramophones, typewriters. However, it was ony from the 1930s onwards that the vehicle really spread, when advertisements began to provide, more intensely, the means of financing for programming. At that moment, the device ceased to be conceived as a vehicle for the propagation of education and became a means of entertainment, intended for the broad public, which favored the emergence of printed publications, such as Revista do Rádio. Between 1948 and 1959, the Rio de Janeiro periodical had a significant number of advertisers. The main one was Revista do Rádio Editora Ltda., responsible for editing the magazine itself and the only company in the field of periodicals among the main advertisers. Likewise, the other sponsors of Revista do Rádio were grouped according to the nature of the products they offered. Following the heading printed, depending on the number of advertisements, there was a greater supply of items, respectively: personal hygiene, beauty and cleaning and household appliances. The research analyzed this set of advertising pieces and sought to verify the nature of the advertisers, the characteristics of the items offered and the advertising messages – here understood as the transmitters of visual stimulus from texts and images. Articulating these three elements of an advertisement allowed to shed light on the historical process of national commerce, in particular that one from Rio de Janeiro, and better approach to the consumer public, both from Revista do Rádio and other items offered by other companies.
In 1922, a novelty appeared in Brazil: the Radio. This new communication vehicle aroused the curiosity, above all, of individuals who were interested in expanding radio waves throughout the country, as is the case of the doctor and professor, Edgar Roquette-Pinto (1884-1954). The radio became an icon of modernity, in addition to other artifacts that marked the transition from de 19th to the 20th century – cinema, portable cameras, gramophones, typewriters. However, it was ony from the 1930s onwards that the vehicle really spread, when advertisements began to provide, more intensely, the means of financing for programming. At that moment, the device ceased to be conceived as a vehicle for the propagation of education and became a means of entertainment, intended for the broad public, which favored the emergence of printed publications, such as Revista do Rádio. Between 1948 and 1959, the Rio de Janeiro periodical had a significant number of advertisers. The main one was Revista do Rádio Editora Ltda., responsible for editing the magazine itself and the only company in the field of periodicals among the main advertisers. Likewise, the other sponsors of Revista do Rádio were grouped according to the nature of the products they offered. Following the heading printed, depending on the number of advertisements, there was a greater supply of items, respectively: personal hygiene, beauty and cleaning and household appliances. The research analyzed this set of advertising pieces and sought to verify the nature of the advertisers, the characteristics of the items offered and the advertising messages – here understood as the transmitters of visual stimulus from texts and images. Articulating these three elements of an advertisement allowed to shed light on the historical process of national commerce, in particular that one from Rio de Janeiro, and better approach to the consumer public, both from Revista do Rádio and other items offered by other companies.
Descrição
Palavras-chave
História da Imprensa, Revista do Rádio, Propagandas, Anunciantes, Industrialização, Press History, Advertisements, Advertisers, Industrialization