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| Format: | Artículo científico |
| Language: | en |
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Associação Nacional de Pós-Graduação e Pesquisa em Administração
2025
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| Online Access: | https://www.redalyc.org/articulo.oa?id=84182634005 https://www.redalyc.org/journal/841/84182634005/ https://www.redalyc.org/journal/841/84182634005/html/ https://www.redalyc.org/journal/841/84182634005/84182634005.epub https://www.redalyc.org/journal/841/84182634005/movil |
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Table of Contents:
- Que País é Esse? A Decolonial Study, Using Semiotics, on the Development Discourse in Havaianas Campaigns Carolina de Oliveira Brandão Marcus Wilcox Hemais Luís Alexandre Grubits de Paula Pessôa Administración y Contabilidad semiotics coloniality decolonialism advertisements Development discourse Objective: In marketing, studies on the discourse of development and its coloniality, and how this phenomenon affects the discipline, are scarce. Consequently, there are few discussions on how marketing reinforces a narrative that distances countries from a unilateral understanding of development, especially regarding the role of advertisements in contributing to this scenario. From a decolonial perspective on the discourse of development, this study analyzes how advertisements used by a Brazilian company contribute to the construction of an image of development/underdevelopment of the country, focusing on the case of the Havaianas brand. Methods: to achieve this objective, Greimasian semiotics was used to analyze 54 advertising images from four international campaigns of the company in question, focusing on the third level of the content plane, which is the discursive level, and on the expression plane, using the following classes of analysis: chromatic, eidetic, and topological. Results: the analysis showed that Havaianas explores elements of stereotypical Brazilianness, which nurture the natural aspects and the notion of Brazil being a ‘tropical paradise,’ ‘corroborating’ its supposed underdevelopment. Conclusions: in addition, the analysis elucidates how advertisements reinforce coloniality within the marketing area. 2025 artículo científico 1807-7692 https://www.redalyc.org/articulo.oa?id=84182634005 https://www.redalyc.org/journal/841/84182634005/ https://www.redalyc.org/journal/841/84182634005/html/ https://www.redalyc.org/journal/841/84182634005/84182634005.epub https://www.redalyc.org/journal/841/84182634005/movil 10.1590/1807-7692bar2025240080 en http://www.redalyc.org/revista.oa?id=841 BAR - Brazilian Administration Review application/pdf Associação Nacional de Pós-Graduação e Pesquisa em Administração BAR - Brazilian Administration Review (Brasil) Num.1 Vol.22