This article discusses over a historic point of view the city of Rio de Janeiro in the early twentieth century. To be recast as the capital city, it was not only directed to a new flowing architecture, as well as, and mainly, it generated new models urban behaviors. In this context, the research intends to demonstrate the applications of the art and the graphical industry had acted as mediating between the urban classes and that among the varied expressions of print culture, where the Brazilian advertising appears with nimbleness and makes use of the characteristics of this new environment to develop a dynamic and innovative language.
Modern city; Urban visuality; Rio de Janeiro; Print culture; Advertising