A Garota Kodak: imagens publicitárias da mulher no apogeu da fotografia analógica

Sandra Maia Rodrigues  Pereira; Eduardo Romeiro Filho; Adriana Sampaio Leite

doi:10.5965/1982615x16382023014

Authors

Sandra Maia Rodrigues Pereira Universidade Federal de Minas Gerais https://orcid.org/0000-0003-0623-1136
Eduardo Romeiro Filho Universidade Federal de Minas Gerais https://orcid.org/0000-0002-5574-5312
Adriana Sampaio Leite Minas Gerais State University https://orcid.org/0000-0003-3668-8700

DOI:

https://doi.org/10.5965/1982615x16382023014

Keywords:

advertising, representation of woman, photographie

Abstract

In a period when technological innovations such as the bicycle revolutionized the role of women in society (Strange, 2002), it is opportune to observe how photographic technology and one of its most significant representatives (the Kodak “domestic” camera) are associated with the female public. This article aims to carry out an evaluation of the female profile presented by Kodak advertising pieces throughout the 20th century, from the first decade to the 1980s. This period reflects the heyday of darkroom photography, precisely the technology that Kodak helped to disseminate. The study was carried out through a literature review and iconographic survey, which supported an evaluation of the evolution of the company's advertising and the way in which women are represented.

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Author Biographies

Sandra Maia Rodrigues Pereira, Universidade Federal de Minas Gerais

Designer formada pela UEMG - Universidade do Estado de Minas Gerais. Possui MBA em Direção Criativa em Moda pela Universidade Una e Mestrado em Design pelo Programa de Pós-Graduação em Design da UEMG. Compõe o corpo docente da Escola de Design - Universidade do Estado de Minas Gerais (UEMG). Desde 2017 é pesquisadora convidada do LIDEP - Laboratório Integrado de Design e Engenharia de Produto, grupo de pesquisa (reconhecido pelo CNPq) da UFMG - Universidade Federal de Minas Gerais. Desenvolve pesquisas na área do design e da moda, com foco em aspectos de Ecodesign e sustentabilidade ambiental, social e econômica. Seus temas de interesse tangenciam o universo da moda sob diferentes perspectivas como a da sustentabilidade e processos criativos.

Eduardo Romeiro Filho, Universidade Federal de Minas Gerais

Graduated in Industrial Design from the State University of Rio de Janeiro (1987),
Master (1993) and Doctor (1997) in Production Engineering from Coppe,
Alberto Luiz Coimbra Institute of Graduate Studies and Research in Engineering,
Federal University of Rio of January. Visiting Professor at the Design for Sustainability
Program, Faculty of Industrial Design Engineering, Delft University of Technology,
Netherlands (2010). Professor at the School of Engineering at the Federal University of
Minas Gerais. Professor of the permanent staff of the Doctorate in Design at UEMG
(University of the State of Minas Gerais),
the Doctorate in Technological and Biopharmaceutical Innovation and the Professional
Master's Degree in Technological Innovation and Intellectual Property at UFMG.
He has experience in the areas of Production Engineering and Design, with emphasis on
Product Design Methodology, working mainly on the following topics: Product Design,
Design for Sustainability, Product Ergonomics and Computer Aided Design.
Author of the books CAD in Industry: Implementation and Management (UFRJ Publisher, 1997),
Product Design (Campus/Elsevier, 2010) and Integrated Manufacturing Systems (Atlas, 2015).

Adriana Sampaio Leite, Minas Gerais State University

PhD in Production Engineering from COPPE/UFRJ (2013), with emphasis on management and
innovation, Master in Design from PUC-Rio (1999), graduated in Visual Communication - PUC/Rio
(1984). Costume designer for Rede Globo de Televisão (1984/1998). Adjunct professor at
the Department of Arts and Design at PUC-Rio (2003/2018). Professor at the Design course at
UFMG ((2018/2020). Professor at UEMG at the School of Design (2021). Experienced in team
management and in product project development in the area of Fashion and Costumes.

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