Is Brazil Found Here? The construction of possible worlds through of the Brazil brand by young Catalans

Authors

  • Adriano de Oliveira Sampaio Universidade Federal de Bahia
  • Inés Martins Universitat Ramon Llull

DOI:

https://doi.org/10.37467/gka-revvisual.v6.1555

Keywords:

Place brand, Advertising, Discourse analysis, Focus Gruo

Abstract

This article analyzes the sense production that a group of young Catalans came up with after seeing some advertising pieces about Brazil’s self-promotion campaign (2011-2014) abroad and after some posters’ presentations about the advertising campaign “Brazil. The world is here”. Discourse Analysis and focus groups were used as a technique to analyze and to collect the interviews. The results show us that the binomial similarity / difference - essential for a brand positioning construction - is practically non-existent in those campaigns, which causes a homogenization of them in several countries.

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Published

2019-02-18

How to Cite

de Oliveira Sampaio, A., & Martins, I. (2019). Is Brazil Found Here? The construction of possible worlds through of the Brazil brand by young Catalans. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 6(1), 15–22. https://doi.org/10.37467/gka-revvisual.v6.1555

Issue

Vol. 6 No. 1 (2019)

Section

Research articles

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