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

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.

本数据集关联发表于《BAR - 巴西行政评论（Brazilian Administration Review）》的文章《这是何国？：一项运用符号学（semiotics）分析哈瓦那（Havaianas）品牌广告发展话语的去殖民化研究》。本数据集包含该文章中的全部配图，涵盖了本研究分析所使用的所有视觉素材。本研究旨在基于发展话语的去殖民化视角，剖析某巴西企业投放的广告如何参与构建该国的发展/欠发展形象，研究以哈瓦那品牌为核心案例。分析结果显示，哈瓦那品牌广告利用了刻板化的巴西身份元素，着重凸显自然风貌与"热带天堂"式的巴西国家形象，进而强化了外界对该国所谓欠发展状态的认知。该研究同时揭示了广告如何在营销领域延续殖民性。