É Esta | 1927

The art of advertising. Advertising is not only about big brands and big media. Proof is this hand-drawn 1927 ad, published in a magazine in the town of Cametá, Pará, deep in the Amazon.

Edited by Victor Tamer, who decades later would join the Pará Academy of Letters, Revista Royal circulated in the town’s schools with current affairs and local interest. As you can see, its ads were handmade and announced offers from local shops.

What matters here is not the quality of the ad or its illustration, typical of 1920s advertising. It is that, whether in a village in the Amazon, New York or London, the art of advertising endures, and communication adapts to the means and needs of each audience.

Ad contributed by Sérgio Tamer (@sergiovtamer), son of the late Victor Tamer. Our thanks for sharing part of the family archive.

Text in the ad

É esta!!!…
Conforme o titulo acima: “É esta”, quer dizer que é a casa que mais barato vende em artigos de louça, ferragem, estiva, miudeza, etc. etc.
Resolveu vender stearinas a 1$000 cada lb.
Aproveitem, é sopa.
R. S. João Baptista, nº 23

Translation:
This is the one!!!…
As the title says: “This is the one” means this is the shop that sells crockery, hardware, groceries, haberdashery, etc. cheapest.
It has decided to sell stearin candles at 1$000 per pound.
Don’t miss it, it’s a steal.
Rua São João Baptista, no. 23

Brand

É Esta

Year

1927

Decade

1920s

Country

Brazil

Medium

Magazine

Themes

Retail