A discourse on Belle Époque: fashion and lifestyle in the magazine Illustração Pelotense

Abstract This article analyzes the magazine Illustração Pelotense, which circulated in the city of Pelotas, Rio Grande do Sul, in the beginning of the 20th century, a span known as its Belle Époque. It intends to bring back the values and the lifestyle of the Pelotas' society, depicted in the covers, adverts and chronicles conveyed by the magazine, based on the theoretical and methodological aspects of the discursive semiotics. Since its object articulates different languages, this text also seeks as theoretical support some trends linked to discursive semiotics, such as the visual and the changing ones. From the personal desires to the public consecration, the absorption of other values is embedded in the city and displayed through the press.