A imagem do Rio: de Cidade Maravilhosa a Cidade Olímpica. Análise da construção de representações

• Autor(a) principal: Fonseca, Ana Helena Teixeira Mendes da
• Data de Publicação: 2014
• Outros Autores: [e-mail]
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da UERJ
• Texto Completo: http://www.bdtd.uerj.br/handle/1/17097
• topic: Branding (marketing); Olympic Games - Rio de Janeiro; Jogos Olímpicos (31. : 2016 : Rio de Janeiro, RJ); Marca registrada; Jogos olímpicos - Rio de Janeiro; CIENCIAS SOCIAIS APLICADAS::DESENHO INDUSTRIAL

This work is about the construction of representations of Rio de Janeiro, considering the possible impacts of the mega events that have been taking place in the city, specially the 2016 Olympics. It aims to understand and explain the possible meanings of such representations. It was taken into account that this logic exists in the context of commodity cities, in which the goal is to “sell” the city on a fictional world market and, therefore, increase tourism and attracts new investments. For doing so in a market economy it’s necessary to develop the city’s brand, as is done for products and companies, based on the conditions and aspects that are considered important and that must be highlighted in order to strengthen said construction in the national and international contexts. Throughout this process branding aspects were also used, i.e., techniques and strategies for the management of the brand, aiming to promote it so that it is understood by the public. In this study of the Rio de Janeiro case, in what concerns the possible changes of the perception of its image in the past few years, which can, as consequence, affect its brand, were analyzed the graphic and audio-visual materials used for advertisements and tourism, with the goal of understanding the views of the city that are presented by them. Some of them are part of the complex structure of the 2016 Olympic games’ visual identity; others are part of campaigns made by government offices, such as the Mayor’s Office and the State Governor’s Office, which link urban constructions and improvements in the population’s life quality to the Olympics and also publicize important aspects in order to justify doing the event in the city. Were also analyzed advertisements made by private initiatives that used Rio de Janeiro’s image, but that were not directly involved with the 2016 Olympics.