Condensando a doçaria: os anúncios de Leite Moça na Revista o Cruzeiro (RJ) entre as décadas de 1950 e 1960.

Abstract

In the effervevescent Cauldron of Brazilian cooking, national sweets stand out for their hard-dulassor and their stories that tell memories of once. To the advent of industrialization, memories counted are no longer the same: food is no longer a private act, but has become public with the impact of industrialized products and restaurants. The present work is based on the proposal to analyze the influence of advertisements, from the journal The Cruise (RJ), the expansion and propagation of consumption of Nestle condensed milk, the Movers Milk, during the 1950s and 1960s. As a primary goal of the work, we highlight the analysis of the advertising for Motor Milk and the established relationship between consumption and modernity. The adopted methodology was that of the documentary research, with the main source of the ads that are veiled in The Cruise. For so much, we dialogue with authors such as Roger Chartier, Norbert Elias and Massimo Montanari to understand the object from representations and habits from food. From analyzing the perceived advertisements that the advertising of the product was based on the narrative of associating it with the do-bag tradition, although this was the modern element of a renewed culinary culture. Middle-class women were the main targets of the ads, indicating a tendency to which the product was associated with the economically dominant layers of the Brazilian society, not excluding their consumption by members of the more emposi- Finally, we highlight that condensed milk crystallized in history as a practical food, facilitating the introduction to the kitchen, but that at the same time, was one of the main responsible for the impoverishing Brazilian palate and the techniques used in the preparedness.