Banca de DEFESA: LEONARDO EUGENIO DA SILVA PINTO

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : LEONARDO EUGENIO DA SILVA PINTO
DATE: 05/04/2023
TIME: 14:00
LOCAL: CPDA
TITLE:

Behind the construction of the official image: advertisers, businessmen and the Brazilian dictatorship (1964-1974)

KEY WORDS:
PAGES: 148
BIG AREA: Ciências Humanas
AREA: História
SUMMARY:

Our dissertation falls within the field of studies regarding the role of the national business sector in the 1964 coup d'état and the subsequent governments of the corporate-military dictatorship. We have as object of study the great Brazilian entrepreneurs of the sector of the advertising. We aim to understand the professional trajectory of the key figures in national advertising, as well as how these businessmen organized themselves in a consortium that sought to monopolize the State accounts. Additionally, we analyze how these businesspeople organized themselves as a class in order to build a law together with certain sectors of the State that would benefit their commercial interests. To do this, we briefly cover the formation of the professional sector in Brazil up until 1964, analyze the professional trajectories of the main owners, directors, and/or presidents of major national advertising agencies and their respective companies, and finally, delve into the involvement of advertisers in the 1964 coup d'état, the construction of the "Aerp model", and the formation of the Brazilian consortium of advertising agencies. We start from the considerations of Marxist thinker Antonio Gramsci, and understand the State in its organic conception, formed by the political society and civil society, from the perspective of an expanded State.

COMMITTEE MEMBERS:
Interno - 1353338 - LUIS EDMUNDO DE SOUZA MORAES
Presidente - 1570625 - PEDRO HENRIQUE PEDREIRA CAMPOS
Externo à Instituição - RENATO LUIS DO COUTO NETO E LEMOS - UFRJ