Professional indentities, agencies and business models: notes on the history of advertising in Brazil

Authors

DOI:

https://doi.org/10.26439/contratexto2020.n034.4873

Keywords:

agencies, collective action, advertising professional field, advertising, Eclética

Abstract

This paper analyzes the constitution of the advertising field from the birth of companies that organize productive models and professional identities around collective actions. It is based on the premise that the agency was the institution responsible for outlining the conditions for the existence of a segment, which had never existed before. This study concentrates on the examination of the first professional dispositions instituted by the agencies between the mid-nineteenth and early twentieth centuries in the United States and Europe and the subsequent reproduction of this pattern of business in Brazil. Thus, it is sought to highlight, with the historical path of these pioneer agencies, the emergence of professional functions and their forms of action combined for the social recognition of advertising field.

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Author Biographies

  • Bruna Aucar, Pontifícia Universidade Católica do Rio de Janeiro
    Doctora en Comunicación por la Pontifícia Universidade Católica do Rio de Janeiro. Coordinadora del Laboratorio de Antropología del Consumo en la misma universidad.
  • Everardo Rocha, Pontifícia Universidade Católica do Rio de Janeiro
    Doctor en Antropología por la Universidade Federal do Rio de Janeiro Museu Nacional. Coordinador del Laboratorio de Antropología del Consumo en la Pontifícia Universidade Católica do Rio de Janeiro.

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Published

2020-11-26

Issue

No. 034 (2020): Reinventions and new poetics of cinema in the post-internet era

Section

Trends

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How to Cite

Aucar, B. ., & Rocha, E. . (2020). Professional indentities, agencies and business models: notes on the history of advertising in Brazil. Contratexto, 34(034), 207-224. https://doi.org/10.26439/contratexto2020.n034.4873