Destino Brasil: uma análise da campanha publicitária realizada pela Embratur no ano 2000 e de sua contribuição para a formação da imagem do país

Abstract

This work investigates one among several stimuli produced by Brazil which are responsible for the construction of the countrys international image. By promoting the Brazilian touristic product as a tool in order to better understand the process of construction related to the imagementioned above, this research aims at identifying and analyzing what kind of Brazil was sold by a publicity campaign performed by EMBRATUR in 2000. Analyzing both its content and the interviews made with some specialists, it was possible to realize that the campaign namedDESTINO BRASIL promoted the image of Brazil as a relatively diversified country, the main attraction of which consists of its own natural beauty. Based on these conclusions and also on literary reflexions, it is said that although this campaign had and aesthetic quality and contributed to develop an adequate image of the country, it presented a wrong strategicperspective. Therefore, such campaign must be understood and assessed in a critical view. Moreover, it seems clear that its contribution to create an adequate image of the country occurred in a relative way, a fact which is, undoubtedly, a negative aspect pertaining to the studied campaign.