Fourth date of greater retail movement, the origin of the Father’s Day is Associated with a common element in other Brazilian commercial calendar ephemerides: a marketing strategy.
Idealized by the publicist Sylvio Bheringat the time director of Jornal e Radio Globo, the celebration took place for the first time on August 16, 1953, in Reference to the day of St. Joaquim, father of Mary in the Catholic Church.
With the success of the advertising action, Father’s Day underwent a “rebranding” and gained a new date on the Brazilian market calendar: the second Sunday of August, inspired by Mother’s Day – Celebrated on the second weekend of May.
The change was the solution found to fill the commercial gap between June (Valentine’s Day) and October (Children’s Day).
“Bhering created a contest for, who sought to identify his father with the largest number of children, the younger father and the older father. The father of 31 children, the 16 -year -old father and the 98 -year -old father were awarded. With the repercussion, the press, commercial entities and other organs gathered to promote the event and Father’s Day”, Recalls Roberta Iahn, coordinator of the Communication and Advertising course at ESPM (School of Advertising and Marketing).
Expectation for 2025
Seventy -two years since its inception, the expectation of the Brazilian Association of Electronic Commerce (ABCE) is that Father’s Day generates a movement of R $ 9.1 billion reais, a growth of 14% compared to last year.
Father’s Day in the World
If in Brazil a Father’s Day Origin It is exclusively linked to market motivations, in the United States the celebration, first celebrated in 1909, refers to the figure of Sonora Luise Smart, who sought a way of honoring the veteran of the civil war, responsible for creating her and the four brothers after the death of his wife.
“The principle was to strengthen family ties and not a date for trade. She heard a sermon dedicated to mothers and was inspired to thank her father. The life story of the sound of the sound was suffered, because he was widowed at the birth of the sixth son and raised his children alone. Hero at home and hero to the country,” says Roberta.
In other countries the date is associated with different reasons, often linked to religious issues. Portugal, Spain and Italy, countries with important Catholic religiosity, celebrate in March 19, St. Joseph’s Day, the adoptive father of Jesus.
In Russia, the celebration takes place on February 23 together with the day of the homeland defender, a celebration that unites honors to both the paternal figure and local war heroes.
Worldwide, the date is celebrated in more than 70 countries such as Greece, Norway, Australia, New Zealand, Sweden, Finland, Estonia, Angola, Canada, France, Malaysia, South Africa, India and Bolivia. “Whether religious, political or commercial, Father’s Day is a very celebrated commemorative date around the world.”
First Father’s Day
Although there is no precise historical record about the origin of the celebration, the expert recalls a tradition, reported in antiquity, which can be considered The First Father’s Day. “He was In Babylon, more than 4,000 years ago, when Elmemesu, son of Nebuchadnezzar, the most famous king in his history, shaped in clay what would be the first Father’s Day card, wishing luck and long life.”
