Data for "Que país é esse?: estudo decolonial, com uso da semiótica, sobre o discurso de desenvolvimento em campanhas das Havaianas" published by BAR - Brazilian Administration Review
Description
This dataset is related to the article "Que país é esse?: A decolonial study using semiotics on the discourse of development in Havaianas' campaigns", published by BAR - Brazilian Administration Review. It includes all the images featured in the article and represents the visual materials used in the analysis. This study aims to analyze, from a decolonial perspective on the discourse of development, 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. The analysis revealed that Havaianas advertisements exploit elements of a stereotyped Brazilian identity, emphasizing natural aspects and the notion of Brazil as a 'tropical paradise', thus reinforcing perceptions of supposed underdevelopment. It also sheds light on how advertisements perpetuate coloniality within the marketing field.