o_19po8js951tvs1r0t1r8s4bb1vpla.pdf

Lucy Niemeyer
productive and consume practices according to the model of the USA started to
be adopted.
With the arrival of “Uncle Sam” to Brazil, there was the importation of the
“American way of life”, its values and costumes, besides technology, services, goods
of consume. The idea of progress was associated with the growing presence of
Fuscas, DKW and Rural-Willys, an universe of Walita blenders, Arno floor polishers,
jeans, clothes of synthetic fibers, twinsets of ban-lon, chewing Wrigley mint chewinggums
and drinking Cuba Libre, listening to the sound of records of Ray Coniff or of
the orchestra of Waldir Calmon in the graduation and fifteen year old celebration
balls. Time in which the first films of the Beatles were watched and re-watched
until exhaustion. That is, the glory of the “golden years”! We watched the adoption
of scooters of the brand Lambretta, new expression of freedom, and the massive
presence of young people in the courses of foreign languages.
This way, the society of consumption and of communication spread, in which
the logic of buying in exaggeration reached many social strata, logic that invaded
all the productive sectors, in which the industry worked, above all, according to
the politic of systematic replacement of products.
I lived my childhood and adolescence in a time and in a country marked by a
climate of political and economical effervescence, together with a climate of cultural
renovation. This process determined the change of world vision and of the national
imaginary. In this web, us, Brazilians, started to want to present us to ourselves,
building a new national identity, compatible with the scenario of that time. As
passed the times of dictatorship of the New State and installed the democratic
state, a climate of euphoria started to spread through the country, specially since
the election of Juscelino Kubitschek to assume the command of the federal govern
and his plan of goals, entitled “50 years in 5”, underlining his “Plan of Goals” that
aimed the creation of conditions of infra-structure favorable to the industrialization.
The construction and the inauguration of Brasília can be seen as the resume of that
time, when the government intended to overcome the economy that was mainly
settled on agricultural bases, and to put the country in accordance to an idea of
modernity, with the actualization of its traces.
The creativity and the desire of innovating were expressed in the music, with
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Cadernos de Estudos Avançados em Design - design e humanismo - 2013 - p. 141-148