THE IMPOSED WHITE AND CONQUERED BLACK: MACHADO DE ASSIS IN THE CAIXA ECONÔMICA FEDERAL'S PROPAGANDA
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Published:
Oct 31, 2016
Keywords:
Machado de Assis, advertising, whitening, black movement
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Abstract
This article analyzes a commemorative advertisement of the state bank Caixa Econômica Federal that brings the writer Machado de Assis as protagonist interpreted by a white artist. The advertisement was broadcast in 2011, a year that this bank celebrated 150 years of existence and broadcast in various media (television, magazines, newspapers and internet) commemorative advertisements. Therefore, the intention of this work is to do an analysis followed by a debate about the reasons that led to the production of this piece of advertising, as well as the implications that the representation of Machado de Assis as a white person has caused in society.
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How to Cite
Nascimento, J. G. do. (2016). THE IMPOSED WHITE AND CONQUERED BLACK: MACHADO DE ASSIS IN THE CAIXA ECONÔMICA FEDERAL’S PROPAGANDA. Journal of Black Brazilian Researchers Association, 8(20), 74–85. Retrieved from https://abpn.emnuvens.com.br/site/article/view/9
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Artigos
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