a mulher na publicidade

In this article I analyze how and why, in the middle of the 1960’s, the fashion advertising of the Rhodia Textile, introduce pioneering black models in their advertisings campaigns, as way of adding positive value to their brands. In the period, such integration is an exception to the rule, because the few times that blacks people appeared in advertisements produced in the country, occupied the space often stigmatized for the servants. To try to understand this decision, apparently out of step with market realities, I analysis from the studies on visual culture by Duby (1992), MAUAD (1966), and Barthes (1990); and consumption and advertising studies by MCCRACKEN (2003), FARIAS (2003) and
FRY (2002), text and images that make up the advertising campaigns in major varieties and women’s magazines then in circulation: Manchete, O Cruzeiro, Claudia e Jóia. I also analyze the inclusion of black models in fashion editorials and advertising campaigns in the context of international fashion, and how it fosters the participation of black models in advertising of Rhodia
Textile in Brazil.
Keywords: fashion models, advertising and fashion.

abstract

As modelos negras na publicidade de moda no Brasil dos anos 1960

Maria Claudia

BONADIO

resumo

Neste artigo analiso como e porque, em meados dos anos 1960, a publicidade de moda da Rhodia Têxtil introduz pioneiramente modelos negras em suas campanhas veiculadas na mídia impressa (editoriais de moda, reportagens e anúncios impressos) como forma de agregar caracteres positivos às suas marcas. No período, tal inserção é uma exceção à regra, pois nas poucas vezes em que os negros apareciam na publicidade produzida no país, ocupavam frequentemente o espaço estigmatizado destinado à criadagem. Para tentar entender essa decisão, em aparente descompasso com a realidade do mercado, analiso a partir dos estudos sobre cultura visual de DUBY (1992), MAUAD (1966),
BARTHES (1990); consumo e publicidade de