A São Paulo glamourosa: encantos e desencantos (1949-1959)

Abstract

The present paper A São Paulo glamourosa. Encantos e desencantos (1949-1959) by Márcia Barros Valdívia , aims to understand a decade of 20th century that became known as Golden Years . This cliché brought a simbology that was surrounded by the modernization and industrialization from main metropolis as the city of São Paulo . Among the charms displayed in the advertisement of the products destined to the consumer market, it was the alcoholic beverage . The thematic that envolves the beverage ads , among others evoke the maximization of the happiness. Because all of this it was necessary questioning the golden decade. Thus it was possible unveiling the other golden years face where the where the dissapointment and the failure remained dormant, and the happiness was unhappy as sang by the bohemian Maysa. In this universe of enchantments and disenchantments the doctors speeches came to legitimize the necessity of treatment and vigilance but never the cure of those who were considered inadequate and patients . Finally the medicine came as a workshop for repairs and the pacients came sometimes as dependents of festive vices and by often illegal, sometimes as dependents of prescribed vices, therefore lawful. This way the difference between the medicine and the poison is the prescription and the dose