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The imaginary of difference: identity and ethnocentrism in advertising in Brazil/ O imaginario da diferenca: identidade e etnocentrismo na publicidade sobre o Brasil
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The imaginary of difference: identity and ethnocentrism in advertising in Brazil/ O imaginario da diferenca: identidade e etnocentrismo na publicidade sobre o Brasil
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Journal Article
The imaginary of difference: identity and ethnocentrism in advertising in Brazil/ O imaginario da diferenca: identidade e etnocentrismo na publicidade sobre o Brasil
2016
Overview
The objective of this paper is to investigate how the imaginary about the other is built by the advertising of a country. Fear, distrust, but also fascination and admiration are some of the emotions and representations that populate the imaginary of otherness. On the basis of this relationship, ethnocentrism is established in both its positive and negative versions. Methodologically this is an hermeneutic interpretative qualitative research, a case study that makes use of literature. We conclude that positive assignment of Brazilian identity in advertising hides an ethnocentric perspective. The cordial and friendly way that Brazilians are described in an Uruguayan add besides reinforcing stereotypes reveals an ethnocentric relationship: the affirmation of the identity of oneself by labeling the other.
Publisher
Editora da PUCRS
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