This study analyzes 10 ads published in the magazines veja and realidade in 1967 and 1968, seeking to understand how the notion of youth is constructed by the media within a particular cultural, social and political context. The methodology consists of a literature review, a documentary research of the two magazines, and an analysis of the media representations of youth culture, values and practices. This leads to the establishment of several possible ideal-type categories that are present in the advertising narrative. Throughout the analysis, one finds that the media uses positive values attributed to youth, while contributing to cement the opposition between youth and adult.
youth; advertising; social representations; veja magazine; realidade magazine