<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1982-7806</journal-id>
<journal-title><![CDATA[Cadernos de História da Educação]]></journal-title>
<abbrev-journal-title><![CDATA[Cad. Hist. Educ.]]></abbrev-journal-title>
<issn>1982-7806</issn>
<publisher>
<publisher-name><![CDATA[EDUFU - Editora da Universidade Federal de Uberlândia]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1982-78062017000200451</article-id>
<article-id pub-id-type="doi">10.14393/che-v16n2-2017-8</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Educação, gênero e higienismo nos anúncios publicitários da Paraíba durante a Primeira República]]></article-title>
<article-title xml:lang="en"><![CDATA[Education, gender and hygiene in Paraiba's commercials during the First Republic]]></article-title>
<article-title xml:lang="es"><![CDATA[Educación, género y higienismo en los anuncios publicitarios de Paraíba durante la Primera República]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vasconcelos]]></surname>
<given-names><![CDATA[Larissa Meira de]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Fialho]]></surname>
<given-names><![CDATA[Lia Machado Fiuza]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Machado]]></surname>
<given-names><![CDATA[Charliton José dos Santos]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade Federal da Paraíba Programa de Pós-Graduação em Educação ]]></institution>
<addr-line><![CDATA[João Pessoa Paraíba]]></addr-line>
<country>Brazil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade Estadual do Ceará Programa de Pós-graduação em Educação Centro de Educação]]></institution>
<addr-line><![CDATA[Fortaleza CE]]></addr-line>
<country>Brazil</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidade Federal da Paraíba Programa de Pós-graduação em Educação e Sociologia Departamento de Fundamentos da Educação]]></institution>
<addr-line><![CDATA[João Pessoa Paraíba]]></addr-line>
<country>Brazil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2017</year>
</pub-date>
<volume>16</volume>
<numero>2</numero>
<fpage>451</fpage>
<lpage>473</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_arttext&amp;pid=S1982-78062017000200451&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_abstract&amp;pid=S1982-78062017000200451&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_pdf&amp;pid=S1982-78062017000200451&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo  Este artigo almeja compreender como os an&#250;ncios publicados no jornal A Uni&#227;o, peri&#243;dico oficial do estado da Para&#237;ba, refor&#231;aram padr&#245;es comportamentais, trouxeram &#224; tona as rela&#231;&#245;es de poder, bem como as tens&#245;es entre os g&#234;neros. Partimos da perspectiva de que a narrativa hist&#243;rica &#233; uma constru&#231;&#227;o erigida por camadas sobrepostas de interpreta&#231;&#245;es sobre o passado, sobre a qual daremos a nossa contribui&#231;&#227;o a partir de um &#226;ngulo ainda pouco explorado na Hist&#243;ria da Educa&#231;&#227;o, qual seja a dos an&#250;ncios como uma das m&#250;ltiplas inst&#226;ncias educativas que contribu&#237;ram para constru&#231;&#227;o de subjetividades. Assim, apresentamos as imagens recorrentes sobre os g&#234;neros presente nos an&#250;ncios: 1) a mulher como &#8220;pedagoga do lar&#8221;, guardi&#227; de uma na&#231;&#227;o saneada; 2) a &#8220;melindrosa&#8221;; 3) o &#8220;almofadinha&#8221;. Conclui-se que ao mesmo tempo em que a produ&#231;&#227;o publicit&#225;ria almejava influenciar e aumentar o consumo, tamb&#233;m transformava h&#225;bitos e educava, promovendo tens&#245;es em torno das constru&#231;&#245;es dos g&#234;neros. ]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  This article seeks to understand how the advertisings published in the journal A Uni&#227;o, Paraiba's State official newspaper, reinforced behavior standards, put the light on the power relationships, and tensions between genders as well. From the perspective that the historical story is a building made of superposing coats of interpretation about the past, about what we would give our contribution to from an angle not explored yet in the history of education, whatever the publicity as one of the multiple educational instances that contributed in building subjectivities. Thus, we show the recurrent pictures about genders found in the advertisings: 1) the woman as "home educator", guardian of an healthy nation, 2) the touchy, 3) the dandy. Concluding that at the same time as the advertising industry wanted to influence and increase consumption, it transformed habits and educated too, promoting tensions around genders constructions. ]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Este texto intenta comprender c&#243;mo los anuncios publicados en A Uni&#227;o, peri&#243;dico oficial del Estado de Para&#237;ba, reforzaron patrones de comportamiento y pusieron de relieve las relaciones de poder y las tensiones entre los g&#233;neros. Se parte desde la perspectiva de que la narrativa hist&#243;rica es una construcci&#243;n cimentada por capas sobrepuestas de interpretaciones del pasado. Se dar&#225; enfoque a esa perspectiva a partir de una mirada a&#250;n poco explorada en la Historia de la Educaci&#243;n: la de los anuncios como una de las m&#250;ltiples instancias educativas que contribuyeron para la construcci&#243;n de subjetividades. Se presentan im&#225;genes recurrentes sobre los g&#233;neros presentes en los anuncios: 1) la mujer como &#8220;pedagoga del hogar&#8221;, guardiana de una naci&#243;n saneada; 2) la &#8220;melindrosa&#8221;; 3) el &#8220;petimetre&#8221;. Se concluye que la producci&#243;n publicitaria, a la vez que buscaba influenciar y aumentar el consumo, tambi&#233;n transformaba h&#225;bitos y educaba, desarrollando tensiones sobre las construcciones de los g&#233;neros. ]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Gênero]]></kwd>
<kwd lng="pt"><![CDATA[Higienismo]]></kwd>
<kwd lng="pt"><![CDATA[Educação]]></kwd>
<kwd lng="pt"><![CDATA[Anúncios Publicitários]]></kwd>
<kwd lng="en"><![CDATA[Gender]]></kwd>
<kwd lng="en"><![CDATA[Hygienism]]></kwd>
<kwd lng="en"><![CDATA[Education]]></kwd>
<kwd lng="en"><![CDATA[Advertising]]></kwd>
<kwd lng="es"><![CDATA[Género]]></kwd>
<kwd lng="es"><![CDATA[Higienismo]]></kwd>
<kwd lng="es"><![CDATA[Educación]]></kwd>
<kwd lng="es"><![CDATA[Anuncios Publicitarios]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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