True Originals? Adidas as Brazil - The authenticity of the link between Brazil and Adidas and what this means to a global audience
Year: 2024
Type: dissertation
Abstract: Adidas manipulates Brazil’s soccer-mad national identity in order to create a connection between the brand and the place. In Adidas' advertising campaign, images of Brazil are promoted, emphasised, and globalised, which successfully creates a point of differentiation between Brazil’s national identity and the rest of the world. Adidas promotes images of Brazil on the global stage in its advertising campaigns. It also utilises the exotic nature of Brazil to broaden the appeal. Adidas then draws links between Brazilian history and contemporary soccer references as a means of cementing the country as the home of soccer. Finally, Adidas subtly attaches itself to this image and appears to be an integral part of Brazilian culture and identity.
Source: Figshare
Author: Feena O'Sullivan (19857263)
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6987812893
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