Saint Anthony: a popular advertising Saint
A Saint who advertises and influences
Saint Anthony is the subject of a rather original exhibition. The patron saint of Lisbon is being highlighted for his role in advertising.
A role that has been attributed to him since the second half of the 19th century. The exhibition took place in the museum dedicated to the patron saint and located in the square of the same name, near the Sé, the cathedral.
At first glance, you might wonder what this emblematic figure has to do with advertising. However, his fame and veneration have been used extensively in many circumstances.
The museum space is small. But the museology is successful: it’s worth stopping to look at the panels on offer, without getting bored.
The explanatory texts are also in English.
see our article on Saint Anthony in www.lisbonne-affinités.com
Anthony, tiny giant saint
Saint Anthony appears in a wide range of media. In fact, all the classic advertising media that predate the digital age.
Vignettes, advertisements, magazines, objects….Those on display clearly demonstrate the versatility of the subject.
Our beloved Saint Anthony was very much a part of the daily lives of the people of Lisbon and Portugal.
Technology made it possible to highlight the few promotional lines published in a newspaper.
Lotteries were dedicated to him. He praised the sweetness of Figueiro das vinhas’ “pão de lo” cake. Saint Anthony appeared on a calendar.
These were just some of the ways in which the qualities attributed to Anthony were revealed.
A particularly important moment in 1895 was the 7th Antonine centenary (of the birth of Saint Anthony) and the enthusiastic publicity surrounding the celebrations.
Saint Anthony and the Lisbon festivities
The 20th century saw a real revival in the Saint’s popularity. The celebrations to mark the anniversary of his birth had already been widely celebrated for a long time.
But it was the anniversary of his death, on 13 June, that gradually took on the importance we know today.
A miracle-working saint, a saint who blessed marriages, a saint who brought prosperity and love… Anthony was beloved by the local population.
Saint Anthony’s Day marches have been held since the 40s of the 21st century. As for the Saint Anthony’s wedding, it has been held since 1958.
They were interrupted for 30 years before being revived.
Santo Antonio really has the role of an influencer.
Saint Anthony informed
The ‘Santo Antonio na publicidade’ exhibition will remain open until 20 April 2025.
It can be visited at the Museum of Saint Anthony
Largo de Santo Antonio a Sé
Tuesday to Friday, 10am to 6pm
admission: €3 (gives access to the whole museum)
to find out more https://www.museudelisboa.pt/pt/nucleos/santo-antonio