Alma de almanaque: moda e modos de vida a partir dos reclames do Almanach de Pelotas

Abstract

The late 19th and early 20th century was a period of huge changes in the world including Graphic Arts, Architecture, new technologies and daily utensils. The Industrial Revolution brought about a significant evolution in machinery and it also created a new working class. Not only men could be seen in the workplace, but also women took an important role working outside their homes. That insertion of women in workforce had a great influence in women’s clothing, considering that they needed to promote freedom of movement in the work activities. Industrial Revolution also led to an exceptional change in fashion and people’s way of life beginning in England and in France and was spread all over the world. The ‘Almanach de Pelotas’ was an almanac circulating in the city of Pelotas, Rio Grande do Sul, Brazil, in the beginning of the 20th century and it was chosen as demonstration of the changes in fashion and also in Pelotas’ society lifestyle. It was chosen among some options because of its considerable circulation in the city which allowed us to observe more the evolution of those changes in the city. The purpose of this study is to observe people’s everyday social practices, in other words, Pelotas citizens’ lifestyle represented in the ‘Almanach de Pelotas’ through some selected advertisements pertinent to the research topics. We used a qualitative method of study directed to the most publicized products, the graphic styles or movements which influenced their constitution as an almanac specially related to the advertisements and the way those ads portrayed the way of life and the development of the society and its lifestyle. The ‘Almanach de Pelotas’ using its claims (from commercial establishments, banks, factories and industries), its articles, its photographs and images - showing the changes that took place in the city (in bridges, streets, squares, educational institutes , theaters) - was intended to show the progress of Pelotas, a city that worked well in its construction and that knew how to project. The most popular products were fastacting remedies that could cure any kind of disease and were used in many claims as a way of consumer manipulation through testimonials from patients who were cured with their efficacy.