Stories and many histories: the origin of the advertising professional in Ribeirão Preto

Abstract

In the 1920s, the city of Ribeirão Preto (SP) registered intense movement to install the first radio stations in the interior of São Paulo. In line with the activities of the capital of São Paulo, this city keeps memories and stories of the first communicators, journalists and advertisers who pioneered and started this activity in the region. Specifically about the first advertisers, the stories reported recorded the presence of professionals from different parts of the country and the emergence of the first undergraduate courses. In this context, this study aimed to investigate the origins of the advertising profession in the city of Ribeirão Preto (SP), as well as its contribution to the development of the regional market, through the stories and testimonies of some of the first advertisers, who worked between the end the 1960s and the 1970s/1980s. For this, historical research was used to analyze data on the emergence of the work of this professional in this city, the historical context of national advertising and oral history, as a data collection instrument to reveal, through the reports, what it was like. the daily lives of the first advertisers, their challenges and how the advertising area contributed to the social and economic development of the interior of São Paulo. The conclusion points to the professionalization of the area, from the 1980s, in the city of Ribeirão Preto.