Superheroes, intrepid, narrow-minded: youth culture in Shell’s and Esso’s advertising and documentary in the sixties and seventies

Authors

  • Andréa França PUC-RJ
  • Cláudia Pereira PUC-RJ

DOI:

https://doi.org/10.11606/issn.2316-7114.sig.2012.71144

Keywords:

Advertising, youth, documentary cinema, television, Shell.

Abstract

For the communication studies, the opposition in the propaganda 
strategies between Shell and Esso brands in the 60’s and 70’s in 
Brazil brings up important issues to think about the place of 
advertising and documentary made for television as fields — of 
informative investment, cultural, subjective — in dispute within 
an emergent consumption market. It is a polarity that will guide the 
place of mass media in the construction of the reality of a country 
and in the invention of social roles, such as a youth, that would be 
“naturally” linked to liberty, transgression and change values. 

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Author Biographies

  • Andréa França, PUC-RJ
    Andréa França é doutora em Comunicação pelo Programa de Pós-graduação em Comunicação e Cultura da Universidade Federal do Rio de Janeiro. Professora do Programa de Pós-Graduação do Departamento de Comunicação Social da Pontifícia Universidade Católica do Rio de Janeiro. Pesquisadora do Conselho Nacional de Desenvolvimento Científico e Tecnológico. 
  • Cláudia Pereira, PUC-RJ
    Cláudia Pereira é doutora em Antropologia Cultural pelo Programa de Pós-graduação em Sociologia e Antropologia da Universidade Federal do Rio de Janeiro. Professora do Programa de Pós-Graduação do Departamento de Comunicação Social da PUC-Rio.

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Published

2012-12-23

Issue

Vol. 39 No. 38 (2012)

Section

Articles

License

Copyright (c) 2012 Andréa França, Cláudia Pereira

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How to Cite

Superheroes, intrepid, narrow-minded: youth culture in Shell’s and Esso’s advertising and documentary in the sixties and seventies. (2012). Significação: Journal of Audiovisual Culture, 39(38), 172-197. https://doi.org/10.11606/issn.2316-7114.sig.2012.71144