The idealized representation of women in Brazilian magazines, 1940-1960

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February, 2018

Advertisement for Miss sanitary pads (Manchete, 16 out. 1954).

Elizabete Mayumy Kobayashi, Professor at Universidade do Vale do Paraíba and Universidade Federal de São Paulo analyses the female figures of the advertisements published in O Cruzeiro and Manchete magazines between the 1940s and 1960s.

Health via consumption: the idealized representation of housewives, mothers, and wives in household economics manuals and magazine advertisements in  O Cruzeiro and Manchete, 1940-1960 (HCSM vol.25 no.3 jul./set. 2018) analyzed two weekly magazines with the largest circulation in the country.  These magazines addressed issues that ranged from politics, science and technology to health, fashion, and cookery, amongst others.

The paper argues that feminine images featured in household economics manuals and in advertisements in the O Cruzeiro and Manchete magazines showed idealized concepts of different types of women that often bore little resemblance to reality.

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