Resumen

CORREA, Rosa Lydia Teixeira. Educating women, higkening sensitivities: medicine, artifacts and accessories in advertisements in the newspaper Diário da Tarde - 1920. Cad. Hist. Educ. [online]. 2025, vol.24, e2025-48.  Epub 12-Ene-2026. ISSN 1982-7806.  https://doi.org/10.14393/che-v24-e2025-48.

From the perspective of sensitivities (Le Breton, 2016; Pesavento, 2005), this paper looks at the content of advertisements aimed at women contained in advertisements in the newspaper Diario da Tarde from 1920. The aim is to reflect on the fact that the content present in the advertisements contains representations (Chartier, 2011, 1990) that embody ways of educating through the process of inculcating female values, attitudes, and behaviors, affecting their sensibilities. Advertisements for vitamins, artifacts, and accessories aimed at women are analyzed. According to Kotler and Keller (2012), advertising is a way of conveying information that promotes types of products or services, not forgetting its persuasive nature. It is in this respect that it affects women, insofar as it includes elements referring to female sensitivity, using specific language.

Palabras clave : Woman; Advertisements; Sensibilities..

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