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）的论文《Que país é esse？：基于符号学的去殖民视角下哈瓦那（Havaianas）品牌广告发展话语研究》。本数据集涵盖该论文中所有配图，即本研究分析所使用的全部视觉素材。本研究旨在从发展话语的去殖民视角出发，以巴西哈瓦那（Havaianas）品牌为案例，剖析某巴西企业投放的广告如何参与构建该国的发展/不发达形象。分析结果表明，哈瓦那品牌广告利用定型化的巴西身份符号，强调其自然特质与“热带天堂”的国家意象，进而强化了对巴西所谓不发达状态的认知。同时，本研究亦揭示了广告如何在营销领域延续殖民性逻辑。