{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2022,4,2]],"date-time":"2022-04-02T10:18:09Z","timestamp":1648894689432},"reference-count":0,"publisher":"Universidade de Sao Paulo, Agencia USP de Gestao da Informacao Academica (AGUIA)","issue":"2","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Signos Consumo"],"abstract":"<jats:p>Neste artigo \u00e9 analisado o surgimento das marcas e da publicidade moderna atrav\u00e9s do exemplo das campanhas publicit\u00e1rias de sab\u00f5es e sabonetes no in\u00edcio do s\u00e9culo XX. Ser\u00e3o analisadas as campanhas de Woodbury\u2019s e de Lux, sublinhando-se o papel que a ag\u00eancia J. Water Thompson teve nessas campanhas. Mostra-se que no in\u00edcio do s\u00e9culo XX j\u00e1 existiam duas grandes tend\u00eancias na cria\u00e7\u00e3o de campanhas publicit\u00e1rias, a publicidade \u201creason-why e a publicidade \u201cemocional\u201d. Mostra-se finalmente como essas duas tend\u00eancias est\u00e3o associadas a duas conce\u00e7\u00f5es sobre o papel das marcas registadas.<\/jats:p>","DOI":"10.11606\/issn.1984-5057.v7i2p118-139","type":"journal-article","created":{"date-parts":[[2016,5,9]],"date-time":"2016-05-09T14:37:22Z","timestamp":1462804642000},"page":"118","source":"Crossref","is-referenced-by-count":0,"title":["As origens das marcas e da publicidade moderna: As campanhas publicit\u00e1rias de sab\u00f5es e sabonetes"],"prefix":"10.11606","volume":"7","author":[{"given":"Ant\u00f3nio Machuco","family":"Rosa","sequence":"first","affiliation":[]}],"member":"4873","published-online":{"date-parts":[[2015,12,15]]},"container-title":["Signos do Consumo"],"original-title":[],"link":[{"URL":"http:\/\/www.revistas.usp.br\/signosdoconsumo\/article\/viewFile\/112203\/110197","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"http:\/\/www.revistas.usp.br\/signosdoconsumo\/article\/viewFile\/112203\/110197","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2016,5,9]],"date-time":"2016-05-09T14:37:23Z","timestamp":1462804643000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.revistas.usp.br\/signosdoconsumo\/article\/view\/112203"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2015,12,15]]},"references-count":0,"journal-issue":{"issue":"2","published-online":{"date-parts":[[2015,12,15]]}},"URL":"https:\/\/doi.org\/10.11606\/issn.1984-5057.v7i2p118-139","relation":{},"ISSN":["1984-5057"],"issn-type":[{"value":"1984-5057","type":"electronic"}],"subject":[],"published":{"date-parts":[[2015,12,15]]}}}