Theadvertisementsonthestreetcars

In those days, there was no OOH. It's worth explaining, for those unfamiliar with the intricacies of advertising: it refers to printed advertising – or even digital, nowadays – displayed “out-of-home.” In [not so] proper English, “out-of-home media,” exterior media, or outdoor media. It encompasses all advertising actions that reach the public on the streets. Aware of its vehicle's potential, Light sold interior and exterior space on the trams to interested parties. We made a selection of images highlighting the most popular mineral waters of the period, which dominated the market. Let's move on to their slogans – but not before recalling that a slogan is that memorable phrase created to directly associate a product or service with a brand. “Prefiram São Lourenço” and “Bebam Caxambu” are good examples of what advertisers, today, call a call to action; a call that works as a ‘mental trigger,’ as they say.

Image description: This is an old photograph of a streetcar. The image shows a public transport vehicle stopped in front of a brick wall. On the upper part of the streetcar, there is a sign with the name "S. LOURENÇO" and below it is written "PREFIRAM." The streetcar has metal structures and empty seats. There is also an electric cable connected to the streetcar, indicating that it was powered by electricity. The ground in front of the streetcar appears to be made of wood.

"Salutaris, the queen of mineral waters" is a classic slogan.

Image description: This is a photograph of the interior of old streetcars. The image shows the inside of a public transport vehicle, with seats arranged in parallel rows. On the left and right, we see the empty seats, while in the center there is a panel with advertisements. At the top, there is an illuminated sign advertising "Sal Saris - A Rainha das Águas Minerais." Below it, another sign reads "Parc Royal." The ceiling of the streetcar is decorated with geometric patterns, and there are hanging lamps. The side windows allow a view of the exterior, where a metal structure can be seen.

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Imagem 1 de 2: Bonde com anúncio de Água Salutaris – Sem data – Mortimer

In the photograph, a streetcar carries an outdoor sign revealing to us that Light was once a landmark reference even for advertisers! "Bed and table linens, fabrics, shirts. A Triunfante - Light, Passos, Arsenal." In other words, there were three stores for the consumer; one of them, close to the company's headquarters building. Today, there is the Triunfante building where the store that used Light as a reference used to be – at Marechal Floriano avenue, 199.

Image description: The image is a black-and-white photograph of a tram in motion on the street. On the left, a tree is partially visible. In the center, a tram bearing the inscription "A TRIUNFANTE" prominently displayed is in transit. People are inside and outside the tram. In the background, there is a large building with many windows and a sign that reads "QUETE COLONIA". On the right, there is another tree and a few old cars on the street.

“School uniforms. Buy at A Brasileira. Largo S. Francisco. 38 42.” The numbers referred to the store's telephone number. In this photograph, notice the sidewalk in the background, in the area in front of the tram: one can see a narrow door giving access to the counter of “Casa Mina de Ouro,” which sold lottery tickets and was already advertising, on May 22nd (the date of the photograph), the S. João lottery -- but giving greater prominence to the ticket that would be drawn on that date, at 6 p.m. Even the vendor stopped for the photo; a memorable event, as one can see.

Image description: This is an old black-and-white photograph showing a group of people around a streetcar. The scene is located in front of a building with classical architecture, possibly from the early twentieth century. In the upper left, there is a balcony with a curtain and a sign with the number "124". To the right, there is a large, leafy tree. The streetcar, central in the image, displays the number "38" and has advertising on its side. People are standing and sitting on the streetcar, some wearing hats and suits. In the foreground, on the left, a man in a suit and hat looks at the camera. On the right, a man in a hat and shirt is in focus, but not fully visible.