Why is Valentine’s Day in June in Brazil and February in the rest of the world?

[ad_1]

In Brazil, June was chosen to celebrate the date because it was precisely the month when sales slowed down. The 12th, in turn, is the eve of the celebration of Saint Anthony, who was already famous in Brazil for being the matchmaker saint. Valentine’s Day is celebrated on June 12 in Brazil Getty Images What is the origin of Valentine’s Day in Brazil? While the United States and Europe celebrate the so-called “Valentine’s Day” (or Valentine’s Day), on February 14, here, the romance holiday has been celebrated on June 12 since 1948. And the reason is exclusively commercial. The idea of ​​establishing the celebration came from publicist João Doria, father of the former mayor of São Paulo João Doria Jr. Owner of the Standart Propaganda agency, he was hired by the Salão Clipper store with the aim of improving sales results in June, which were always very weak. Inspired by the success of Mother’s Day, Doria instituted another date to exchange gifts in the year: Valentine’s Day. Other countries celebrate the date in February AFP June was chosen because it was precisely the month of slowdown in sales. The 12th was chosen because it was the eve of the celebration of Santo Antônio, who was already famous in Brazil for being the matchmaker saint. Joining, then, the useful to the pleasant, Doria created the first advertisement that would establish the date in the country. “It’s not just kisses that prove love!”, said a slogan for the first Brazilian Valentine’s Day. “Don’t forget: love pays for love,” said another. The advertisement was considered the best of the year by the Associação Paulista de Propaganda at the time. Valentine’s Day advertising slogan created by João Doria TEXT BY JOÃO DORIA, ART BY FRITZ LESSIN The date began to “take hold” in Brazil the following year, when more regions began to adhere – later, the celebration became national. Currently, Valentine’s Day is already the third best date for commerce in the country – behind only Christmas and Mother’s Day. The average revenue of the romantic day is already close to R$ 1.5 billion. Other countries celebrate the date in February AFP Valentine’s Day The origin of Valentine’s Day (Saint Valentine’s Day), celebrated in the United States and Europe, is much earlier than Valentine’s Day in Brazil. The date began to be celebrated in the 5th century. There are some explanations for the story, but the most famous is that Saint Valentine was a priest of Rome who was condemned to the death penalty in the 3rd century. 2 banned marriages in that century because he believed that married men made worse soldiers – his idea was that singles, without any family responsibilities, could perform better in the army. Valetim, however, argued that marriage was part of God’s plan and gave meaning to the world. Therefore, he began to break the law and organize ceremonies in secret. In Brazil, Santo Antônio is more famous as a matchmaker than São Valentim GettyImages When the emperor found out, the priest was arrested and sentenced to death in AD 270. But during his imprisonment, Valentim fell in love with a jailer’s daughter . On the day of the execution of the sentence, he sent a love letter to the girl signed “from your Valentine” – which originated the modern practice of sending cards to the loved one on February 14th. It was only two centuries later that the date became effectively celebrated, when Pope Gelasius instituted Valentine’s Day, classifying it as a symbol of lovers. The celebration was created when the Church transformed an ancient pagan tradition into a Christian festival – a three-day Roman festival called Lupercalia. The event, which took place in mid-February, celebrated fertility. Its purpose was to mark the official start of spring. Valentine’s Day is famous even in some Muslim countries – where it sparks controversy and protests, often Reuters But there are at least two other historical figures who have disputed the title of Valentine associated with that date. One of them is a bishop from a city close to Rome – in the region of present-day Terni – and the other, a martyr from North Africa. As not much is known about these two other figures, the priest from Rome ended up becoming the best known of the patron saints of lovers.

[ad_2]

Source link