This scenario began to change at the beginning of the 20th century when the first advertising agency began to operate in Brazil (between 19). In the early years of the 20th century, the new visuality of advertising, which brought an air of modernity, was still at an amateur stage in Brazil or originated abroad. Consumption was also divided between the old and the new, since the opportunity to make purchases in glass-fronted department stores discouraged people from buying food products from street vendors who circulated around the neighborhoods. Propaganda, therefore, went through a modernization process, although old ways of advertising and selling continued. Advertising also echoed in the neighborhoods, with the voices of peddlers selling products at doorsteps. Alongside city culture, the culture of advertising also emerged, changing the visual landscape. In the city, there was also greater access to the illustrated magazines that had started to circulate.
In the early 20th century, due to the immigration of thousands of people from the countryside to urban centers, the large city became a symbol of modernity for many reasons, among them because it was where the shop windows, the lights in storefronts, posters on walls or trams, and billboards were concentrated.
