Braced building with tile mural advertising in Porto
by RicardMN Photography
Title
Braced building with tile mural advertising in Porto
Artist
RicardMN Photography
Medium
Photograph
Description
Porto (also known as Oporto in English) is the second largest city in Portugal after Lisbon and one of the major urban areas of the Iberian Peninsula.
Located along the Douro river estuary in Northern Portugal, Porto is one of the oldest European centres, and its historical core was proclaimed a World Heritage Site by UNESCO in 1996.
Over a period of 80 years, Oliva was a part of the Portuguese imagination, leaving its mark on the history of Portuguese industry, architecture, design and advertising.
In 1925, Ant�nio Jos� Pinto de Oliveira founded the company Oliveira, Filhos & C�. Ld� dedicated to the creation of a true Iron Empire that produced the most diverse metallurgical products, namely agricultural implements, portable forges, equipment for the hat industry, sewing machines, plumbing pipes, cast iron cookers, irons, flushes, presses for �baga�o�, bakery machines, radiators and heaters, industrial laundry equipment, workbench vices, tubs and collective basins, low capacity combustion engines, among other things.
The company became known, in Portugal and abroad, for its OLIVA sewing machine and a bold commercialization plan, having created hundreds of points of sale in the country and also all the former Portuguese colonies, all of them doting big flashy billboard signs advertising the brand.
At the same time, a propaganda plan was designed targeting the feminine sewing machine market sector, all business agents providing sewing and embroidery courses. These courses ended with a closing ceremony during which diplomas were handed to the participants and an exhibition was conducted of all their work. Simultaneously, the company promoted the competition �Calico Dresses� and the famous annual �Miss Oliva� pageant. A big advertising campaign was introduced, in the press and radio and later television, with very good graphic quality advertisements. Every city in the country had posters on the walls. Two hymns were also recorded and offered to whoever bought sewing machines and advertising was made in the movies �A Costureirinha da S� and �Sonhar � F�cil�.
The Oliva Factory is an unavoidable icon in Portuguese industrial history and led the affirmation and social-economic development of S. Jo�o da Madeira for a long period of time.
Uploaded
November 8th, 2016
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