144
Revista daESPM – Setembro/Outubro de 2002
ABSTRACT
The article aims to analyze the modifications in the ideal images of body and sexuality in advertising rhetoric. First, it
intends to showwhy the images of body and sexuality are structural elements in the logic of the advertising dicourse. And
this is not just about fashion and perfume advertising, but it pertains to the general process of advertising rhetoric. The
article analyze three modifications occured in nineties: the emergence of the sick body as object of ideal representation,
the emergence of themachine-body and the exploitation of ambiguities in representations of sexuality.
NEWCODESOFSEDUCTIONATTHEBEGINNINGOFTHECENTURY,
ADVERTISINGMODIFIES IDEALVIEWSOFBODYANDSEXUALITY
P. 54
VLADIMIRSAFATLE
ABSTRACT
The postcards collector’s fever which spread over Brazil from the beginning of the last century, did not pass unnoticed by
advertisers, who recognized its importance as an alternativemedia. Although, by the turn of the century, newspaperswere the
traditionalmedia, the introductionof illustratedmagazinessuchasOMalho, FonFon, IlustraçãoBrasileira (Brazilian Illustration)
and others, revolutionized the advertising market, with the disappearance of trace illustrations and the appearance of more
sophisticatedones, with theparticipationof professional illustrators. But themagazines showed illustrations inblack andwhite,
with rare exceptions. A solution to present products and services in amore favorable way was then the postcard. Many cards
wereproducedabroad, in search for abetter quality. Tohavean ideaof theevolutionof postcards innumbers, in1897 thePost
had distributed 80,001 cards, while in 1907 thesewere 4,263,359 – quite impressive numbers for theBrazilianmarket.
Thearticlepresents informationgathered for a recent book,Advertising InBrazil ThroughPostcards–1900-1950, bySamuel
Gorberg, which shows almost 2,000 pieces of Brazilian art in postcards.
BRAZILIANADVERTISINGTHROUGHPOSTCARDS
P. 60
SAMUELGORBERG/RUYCASTRO
ABSTRACT
In 1991, in France, the Èvin Lawwent into effect. The law, named after its initiator, Claude Èvin, National Secretary of Health,
established severe restrictions to the advertising of alcoholic beverages, probably themost stringent in the world. Advertisers and
agencies showedgreat discomfort andanxiety,most of them finding that creation inadvertisingwouldnever recover from the shock.
Tenyears later, theauthorestablishesacomparisonbetween thebefore-and-after theÈvin law.Newperspectiveswereopened,some
of themunexpected. Before the law theadvertisingof alcoholicbeverages– inFranceas in the rest of theworld -wasbasedon the
sociabilityof the convivial experienceand the favorablepsychological atmospheregeneratedby its consumption, using the valuesof
interchangeand intimacy.
Inviewof thechanges to the “rulesof thecreativegame”, theagencieswere fearful to interpret the legal textwrongly, to find their
creative teams reduced innumber, aswell as confronting thepotential reluctanceof advertisers to resort toadvertisingat all. But the
creativepeoplewereable toovercome thisdifficultywithout breaching the law,mainlyexploringgenuineaspectsand focusingon the
product itself. Thesomuch fearedprohibition resulted, in theend, inagreater creative fertility in themes, andverbal andvisual areas.
THEPARADOXOFTHEFRUITFULOBLIGATION
P. 72
PASCALBEUCLER
ABSTRACT
This text takesexceptionat thedifference that some studieson creativityestablishbetween creativity insideandoutside thearts,
andproposesanewapproachwhich iscalled “theadventureof thenew”. It isapplicable toallhuman fieldsofactivity,andbasedon the
natural curiosityand theneed for knowledgeof humanbeings. This tendencywouldbe the thirdmotivational forceof creativity, along
withproblem solutionand thediscoveryof opportunities.
From thisperspective, there isopportunity forabetterstudyandunderstandingof themechanisms thatactuallyallowus touseour
creativity, therefore improving theuseofourcreativepotentials.Afterunderstanding thisso-called thirdmotivational power,wemaybe
able todevelop it anduse it further. The text presentsahistorical analysisof thisphenomenon, and themodernneurosisassociated
with it, resulting from the accelerated expansion of the knowledge universe and the consequent impossibility for any one person to
keeppacewith it.
A link is alsodevelopedbetween this propositionand the studies byHumanDynamics, and some informationgivenon this new
areaof psychology.
Finally the text offers an individual “recipe” to cope with the difficulties found in knowledgemanagement in today’s world, and
defends the idea that an increase in complexity eliminated any general or “ready-made” formulas, forcing everyone to compose his
own solution to takepart of the “adventureof thenew”.
CREATIVITYANDTHEADVENTUREOFTHENEW
P. 86
JOSÉPREDEBON
