The Brazilian edition of Playboy is a local franchise of Playboy magazine. Established in 1975 by Editora Abril, it was only the fourth overall international version of the magazine, following Germany, Italy and France.[1]
When Editora Abril founder Victor Civita asked his son Roberto Civita to drop his job at the Tokyo offices of Time in 1958 to instead join him at Abril, Roberto accepted on the condition that he could create three new publications: a Time-like weekly news magazine (Veja), a Fortune-like business magazine (Exame), and the last of those to get into print, a local issue of Playboy.[2]
By the mid-1970s, Roberto had struck a deal with Playboy Enterprises, and was asked by his father to consult the Ministry of Justice given the military dictatorship in place had a censorship policy on the press. Minister Armando Falcão vetoed the publication, saying that "no publication under the name Playboy in Brazil, no matter its content." Seeing a loophole, Roberto submitted the already done preprint for issue 1 under the name A Revista do Homem (Men's Magazine), and got approved. The first issue of Homem got on newsstands in August 1975,[3] and the magazine was allowed to use its trademark name only as of 1978.
The Brazilian edition follows the general guidelines of the original magazine in the United States, featuring the trademark sections of the magazine, such as the monthly interview, the 20 Questions interview and the centerfold pictorial featuring the "Miss of the month", which most of the time, but not always, coincides with the month's "star" (cover). But the Brazilian installment has some sections of its own, such as Coelhinhas (Bunnies), which features unknown models photographed by freelance photographers (not affiliated with the magazine), and Click, which features candid pictures of celebrities of all calibers in seemingly revealing situations.
The magazine in Brazil also makes a much heavier use of celebrities to attract its target public, especially telenovela actresses and TV hostesses. This strategy is facilitated by the Brazilian general perception of the Playboy magazine as a tasteful medium for nude pictorials, as opposed to other adult magazines published in the country. This perception also attracts young models looking to use the exposition to launch their careers. Playboy also makes extensive use of circumstantial celebrities, such as stage assistants from TV shows or women who took part recently in TV reality shows.[citation needed]
In that aspect, the Brazilian version of the reality show Big Brother, created by Dutch production company Endemol and produced in Brazil by Globo TV, has been the main source of models for the magazine. Between May 2002 (about two months after the first season concluded on Globo) and August 2007, 13 female participants from that reality show have posed for the magazine, always on the cover; and two of them (Sabrina Sato and Antonela Avellaneda) posed twice, for a total of 15 covers on the magazine. Playboy has not, however, monopolized the nude or revealing pictorials featuring former participants of the TV show, since a few of the participants ultimately chose to appear in other adult publications, such as SEXY Magazine and the lad magazineVIP the last one, also from Abril). In a few of those cases, however, Playboy was not interested in signing on the former participants because it had been revealed that they had already posed for competing publications prior to participating in the reality show on Globo TV.[citation needed]
The record holders for most covers are actress and former model Luma de Oliveira, and dancer Scheila Carvalho, with a total of five covers each (Luma: September 1987, March 1988, March 1990, May 2001 and January 2005; Scheila: February 1998, September 1999, November 2000, December 2001, April 2009).[4][failed verification] The best-selling issue is the December 1999 issue with Joana Prado "Feiticeira" in the cover, with 1.25 million magazines sold.[5]
In September 2006, Brazilian Playboy featured three Varig air hostesses (Juliana Neves, Sabrina Knop and Patricia Kreusburg) posing nude. At the time Varig was becoming defunct and the magazine's editors decided to follow the steps of the American edition, which featured nude employees of another defunct company, Enron.[6]
In 2015, the fortieth year of publication, Abril decided to stop publishing Playboy due to costs given the diminishing circulation could not offset the licensing royalties.[7] Eventually a new deal was set with PBB Entertainment to relaunch the publication starting in March 2016.[8]
Playgirl is an American magazine that has historically featured pictorials of nude and semi-nude men alongside general interest, lifestyle, and celebrity journalism, as well as original fiction. For most of its history, the magazine printed monthly and was marketed mainly to women, though it quickly developed a significant gay male readership.
A Playmate is a female model featured in the centerfold/gatefold of Playboy magazine as Playmate of the Month (PMOTM). The PMOTM's pictorial includes nude photographs and a centerfold poster, along with a pictorial biography and the "Playmate Data Sheet", which lists her birthdate, measurements, turn-ons, and turn-offs. At the end of the year, one of the 12 Playmates of the Month is named Playmate of the Year (PMOTY). Every Playmate of the Month is awarded a prize of US$25,000 and each Playmate of the Year receives an additional prize of US$100,000 plus a car and other discretionary gifts. In addition, Anniversary Playmates are usually chosen to celebrate a milestone year of the magazine. The use of the word "Playmate" in a sexual sense did not originate with Playboy, and was seen at least as early as 1950 in Vue magazine.
Mel Lisboa Alves is a Brazilian actress.
Grupo Abril is a Brazilian media conglomerate headquartered in São Paulo. The company is the holding company of Editora Abril, which publishes the weekly newsmagazine Veja.
Editora Abril is a major Brazilian publisher and printing company and one of the biggest media holdings in Latin America. The company was founded in 1950 by Victor Civita in São Paulo and is now part of Grupo Abril.
É o Tchan! is an axe band from Salvador, Bahia, Brazil that started in 1992.
Millôr Fernandes was a Brazilian writer, journalist, cartoonist, humorist and playwright. Born Milton Viola Fernandes, his birth was registered on May 27, 1924; the handwriting on his birth certificate rendered the name "Millôr", which he adopted as his official name.
Grazielli "Grazi" Soares Massafera is a Brazilian actress, former model and beauty pageant titleholder.
Placar is a monthly Brazilian sports magazine. Its first edition was issued by Editora Abril. on March 20, 1970, and since then it has become the most successful sports publication in Brazil, even though it focuses fully on football. It is currently published by Editora Abril.
Sheila Chesed de Almeida Mello is a Brazilian dancer, actress and model. She became famous for dancing in the band É o Tchan!
Isabel Cristina Teodoro Fillardis is a Brazilian actress and model.
Roberto F. Civita was a Brazilian businessman and publisher. Born in Italy, he emigrated at the age of two with his family to New York in 1938 to escape effects of the Race Laws. They moved again to Brazil in 1949, where his father Victor Civita founded Editora Abril, a publishing house.
Xou da Xuxa is the second studio album by Brazilian recording artist Xuxa. It was released on 30 June 1986 by Som Livre, along with her television show in Globo.
Danielle Souza is a Brazilian model, reporter and businesswoman.
Isabel Cristina de Araújo Nunes, commonly known as Bel, is a Brazilian former footballer who played as a winger or forward for the Brazil women's national football team.
Fernanda Maria Young de Carvalho Machado, commonly known as Fernanda Young, was a Brazilian writer, screenwriter, television presenter, model and actress.
Radical Chic is a Brazilian comic book character created by cartoonist Miguel Paiva in 1984 for Domingo magazine, a Sunday supplement of Jornal do Brasil.
Sexy is a Brazilian men's magazine published by Editora Rickdan. It was founded by Michael Koellreutter in 1992. The magazine is the main competitor of Playboy in Brazil, and has had women such as Andressa Urach, Viviane Araújo, Nana Gouvêa, and Geisy Arruda on its covers.
Status was a Brazilian men's magazine launched in 1974 by Editora Três. The magazine stopped its circulation during the late 1980s but was relaunched in 2011, with a different approach in its artistic nude images compared to its competitors. Its circulation was stopped in October 2015. During its first period of existence, some of the most famous women in Brazil at the time had posed nude for the magazine such as Sonia Braga, Sandra Bréa, Vera Fischer, Fafá de Belém, Bruna Lombardi and Zezé Motta among the others.
↑ Civita, Roberto (5 June 2013). "Memórias de um Editor". Veja (in Portuguese) (2324): 93–101. Archived from the original on 26 April 2020. Retrieved 30 December 2015.
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