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We propose to understand the relationship between media culture and modern life, based on the assumption that communication is a social practice, thought here under the aspects of temporality. Our premise is to seek the past as a tool to understand the present. In this paper we will assume the illustrated magazines as constructors of the city spectacle and the staging of modernity, translating to readers the ways of sociability suitable for that time and acting as mediators in this transformation stage. Our corpus will be composed of 12 editions of Fon-Fon!, published in 1908. We will take the sections "Na Calçada" and "O Rio Elegante", as well as some advertisements as objects of this analysis. [ABSTRACT FROM AUTHOR]

The aim of this paper is to discuss the advertising representations of what is outside the social standards, offering danger to the establishment - in this case, ads that talk about the transgression translated into representations of hippie and punk. Therefore, three themes are core reflections of this work: social representations, counterculture and deviance. Advertising is a negotiation instance of meanings and, by these dynamics, act the various social forces. Analyzing representations of countercultures in advertising, we can see the limits and cultural possibilities behind a discourse that must bring wellbeing. [ABSTRACT FROM AUTHOR]