Memórias do feminino através dos reclames dos Almanachs de Pelotas (1913 – 1935).

Abstract

The Almanachs de Pelotas were published annually in this city of Rio Grande do Sul, between the years 1913 and 1935. The almanacs are publications of varied content, constituted by information of public utility and entertainment. The journal of this study also included themes of a moralizing nature, typical of positivist thinking. In this traditional typology of publication of the period, there are countless themes that can be investigated, as they are indicative of the habits, customs and behaviors of the subjects of that society. In this context, it motivated the present research, the observation that there was a peculiarity in the representations of the female gender in the claims of this journal. Complaints were important advertising resources in that context. It started with the proposition that they were expressions of values ​​and needs, real or created, by the market for industrialized products, or not, and influenced a large number of people. The premise was to understand gender as a relational category that is socially and culturally constructed. The relationship between representation and context, social and historical, was studied to elucidate the potential of these claims as transmitters of concepts, ideas and memories of the feminine in that city of the past. Therefore, Assmann (1995) and Candau (2014, 2002 and 2001) were decisive with their concepts of cultural memory and sociotransmitters. The development of this analysis considered inherent to present the panorama of the production of printed matter and the forms of its consumption in people's daily lives. The editorials were emphasized and an analysis of the graphic content of the copies of that publication was carried out, with a view to elucidating the boundaries between the technical resources available at that time and the symbolic choices. The circulation scenario of the Almanachs was explored with an emphasis on the content conveyed on their own pages. It was found how, in such a scenario, the representation of women inserted in the plots and sociability of that context operated within these ads. Finally, it was possible to examine the claims that contained representations of the feminine in the Almanachs, quantifying the elements representative of the gender content, so that it was possible to assert them as memory supports - an understanding that can be extended to the periodical as a whole - and as subliminal structures influential in the construction of a female being and behavior, which has transcended the diligences of her time, tangent conflicts of the present.