Brasil de amor eterno seja símbolo: abdicação cultural na identidade de marcas originalmente brasileiras

Abstract

"Brazil is eternal love symbol" is more than a stretch of the Brazilian national anthem. The title of this paper is a call for love to national symbols. Brazil's culture has been constantly massacred by idolatry to foreign cultures. Our roots have been not infrequently replaced by the value to foreignness and this behavior applies to the production of the advertising market. Some brands of Brazil have abdicated their origins and adopted foreign configurations in order to meet a public increasingly hit by the transformations of a globalized world that has built a culture to the world. The Brazilian Social Communication, under this influence, has produced extremely global symbols, running on many occasions the risk of not having more space to highlight the cultural identity of Brazil itself. This article seeks to trace paths that produce a reflection on this cultural denial of behavior in society, especially in building brands in the domestic advertising market.