The sound of silence (Portuguese)

Date of publication: May 1, 2001

Catalogue: Latin America 2001

Abstract:

This paper presents the results of research carried out amongst the youth populations in three countries (Brazil, Venezuela and Mexico) utilizing four brands that are, at the same time, sufficiently international and also important for the youth market: MTV, Coca-Cola, Nike, and McDonald’s. This paper shows how youth segments from Latin America perceive the culture and personality of global brands by means of very similar visual and sensorial codes. In other words, it is as if the visions that those brands have planted in young consumers’ minds still remain! The reference to Paul Simon’s song illustrates how the echo of these brands is silently reflected in the universes of these consumers.

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