Nike and imagined Brazil: the production of the commercial Mandingas for the World Cup 2010
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Data de Publicação: | 2021 |
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Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Intexto (Porto Alegre) |
Texto Completo: | https://seer.ufrgs.br/index.php/intexto/article/view/108576 |
Resumo: | The four advertising for launching Nike campaigns for the World Cups from 2006 to 2018, and particularly the most extensive of them, Mandingas, for the 2010 World Cup, are the subject of this essay, focusing on the imagined Brazil from which this ad production drift. It is intended to show how the largest sporting goods company in the world interacts with the social imaginary, in a double sense, both in the search for its references in that imaginary and, at the same time, in the food and reproduction of these symbolic constructions through the films produced. Methodologically, the research is based on Depth Hermeneutics, as formulated by John B. Thompson, with the support of content analysis and in the broader light of understanding as a method. The text hopes to promote an understanding of how advertising can act as a link between the brand and its audience, which means, in the specific case, with the Brazilian nation itself. |
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Nike and imagined Brazil: the production of the commercial Mandingas for the World Cup 2010A Nike e o Brasil imaginado: a produção do comercial Mandingas para a Copa do Mundo de 2010ComunicaçãoPublicidadeImaginário socialCompreensãoNikeCommunicationPublicitySocial imaginaryUnderstandingNikeThe four advertising for launching Nike campaigns for the World Cups from 2006 to 2018, and particularly the most extensive of them, Mandingas, for the 2010 World Cup, are the subject of this essay, focusing on the imagined Brazil from which this ad production drift. It is intended to show how the largest sporting goods company in the world interacts with the social imaginary, in a double sense, both in the search for its references in that imaginary and, at the same time, in the food and reproduction of these symbolic constructions through the films produced. Methodologically, the research is based on Depth Hermeneutics, as formulated by John B. Thompson, with the support of content analysis and in the broader light of understanding as a method. The text hopes to promote an understanding of how advertising can act as a link between the brand and its audience, which means, in the specific case, with the Brazilian nation itself.Os quatro comerciais de lançamento das campanhas da Nike para as Copas do Mundo de 2006 a 2018, e particularmente o mais extenso deles, Mandingas, para a Copa de 2010, constituem o objeto deste ensaio, com foco no Brasil imaginado do qual essa produção publicitária deriva. Pretende-se mostrar como a maior empresa de artigos esportivos do mundo interage com o imaginário social, num duplo sentido, tanto da busca de seus referenciais nesse imaginário como, ao mesmo tempo, de alimento e reprodução dessas construções simbólicas por meio dos filmes produzidos. Metodologicamente, a pesquisa toma por base a Hermenêutica de Profundidade, como formulada por John B. Thompson, com o suporte da análise de conteúdo e à luz mais ampla da compreensão como método. O texto espera promover a compreensão a respeito de como a publicidade pode atuar como formadora de vínculos entre a marca e o seu público, o que significa, no caso específico, com a própria nação brasileira.Universidade Federal do Rio Grande do Sul2021-10-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://seer.ufrgs.br/index.php/intexto/article/view/10857610.19132/1807-8583202152.108576Intexto; No. 52 (2021); 108576Intexto; Núm. 52 (2021); 108576Intexto; No. 52 (2021); 108576Intexto; N. 52 (2021); 108576Intexto; n. 52 (2021); 1085761807-8583reponame:Intexto (Porto Alegre)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/intexto/article/view/108576/63696Copyright (c) 2021 Fabio Eloi de Oliveira, Dimas A. Künschhttps://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessOliveira, Fabio Eloi deKünsch, Dimas A.2023-02-06T11:42:58Zoai:seer.ufrgs.br:article/108576Revistahttp://seer.ufrgs.br/intextoONGhttp://seer.ufrgs.br/intexto/oai||intexto@ufrgs.br1807-85831807-8583opendoar:2023-02-06T11:42:58Intexto (Porto Alegre) - Universidade Federal do Rio Grande do Sul (UFRGS)false |
dc.title.none.fl_str_mv |
Nike and imagined Brazil: the production of the commercial Mandingas for the World Cup 2010 A Nike e o Brasil imaginado: a produção do comercial Mandingas para a Copa do Mundo de 2010 |
title |
Nike and imagined Brazil: the production of the commercial Mandingas for the World Cup 2010 |
spellingShingle |
Nike and imagined Brazil: the production of the commercial Mandingas for the World Cup 2010 Oliveira, Fabio Eloi de Comunicação Publicidade Imaginário social Compreensão Nike Communication Publicity Social imaginary Understanding Nike |
title_short |
Nike and imagined Brazil: the production of the commercial Mandingas for the World Cup 2010 |
title_full |
Nike and imagined Brazil: the production of the commercial Mandingas for the World Cup 2010 |
title_fullStr |
Nike and imagined Brazil: the production of the commercial Mandingas for the World Cup 2010 |
title_full_unstemmed |
Nike and imagined Brazil: the production of the commercial Mandingas for the World Cup 2010 |
title_sort |
Nike and imagined Brazil: the production of the commercial Mandingas for the World Cup 2010 |
author |
Oliveira, Fabio Eloi de |
author_facet |
Oliveira, Fabio Eloi de Künsch, Dimas A. |
author_role |
author |
author2 |
Künsch, Dimas A. |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Oliveira, Fabio Eloi de Künsch, Dimas A. |
dc.subject.por.fl_str_mv |
Comunicação Publicidade Imaginário social Compreensão Nike Communication Publicity Social imaginary Understanding Nike |
topic |
Comunicação Publicidade Imaginário social Compreensão Nike Communication Publicity Social imaginary Understanding Nike |
description |
The four advertising for launching Nike campaigns for the World Cups from 2006 to 2018, and particularly the most extensive of them, Mandingas, for the 2010 World Cup, are the subject of this essay, focusing on the imagined Brazil from which this ad production drift. It is intended to show how the largest sporting goods company in the world interacts with the social imaginary, in a double sense, both in the search for its references in that imaginary and, at the same time, in the food and reproduction of these symbolic constructions through the films produced. Methodologically, the research is based on Depth Hermeneutics, as formulated by John B. Thompson, with the support of content analysis and in the broader light of understanding as a method. The text hopes to promote an understanding of how advertising can act as a link between the brand and its audience, which means, in the specific case, with the Brazilian nation itself. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-10-27 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://seer.ufrgs.br/index.php/intexto/article/view/108576 10.19132/1807-8583202152.108576 |
url |
https://seer.ufrgs.br/index.php/intexto/article/view/108576 |
identifier_str_mv |
10.19132/1807-8583202152.108576 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://seer.ufrgs.br/index.php/intexto/article/view/108576/63696 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Fabio Eloi de Oliveira, Dimas A. Künsch https://creativecommons.org/licenses/by-nc/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 Fabio Eloi de Oliveira, Dimas A. Künsch https://creativecommons.org/licenses/by-nc/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
publisher.none.fl_str_mv |
Universidade Federal do Rio Grande do Sul |
dc.source.none.fl_str_mv |
Intexto; No. 52 (2021); 108576 Intexto; Núm. 52 (2021); 108576 Intexto; No. 52 (2021); 108576 Intexto; N. 52 (2021); 108576 Intexto; n. 52 (2021); 108576 1807-8583 reponame:Intexto (Porto Alegre) instname:Universidade Federal do Rio Grande do Sul (UFRGS) instacron:UFRGS |
instname_str |
Universidade Federal do Rio Grande do Sul (UFRGS) |
instacron_str |
UFRGS |
institution |
UFRGS |
reponame_str |
Intexto (Porto Alegre) |
collection |
Intexto (Porto Alegre) |
repository.name.fl_str_mv |
Intexto (Porto Alegre) - Universidade Federal do Rio Grande do Sul (UFRGS) |
repository.mail.fl_str_mv |
||intexto@ufrgs.br |
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