Football,body and advertising: a case study |
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| Authors: | Fausto Amaro Ronaldo Helal |
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| Institution: | 1. Media Studies, State University of Rio de Janeiro, Rio de Janeiro, Brazil;2. Media Studies, School of Social Communication, State University of Rio de Janeiro, Rio de Janeiro, Brazil |
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| Abstract: | Firstly, inspired by Le Goff and Truong (Une histoire du corps au Moyen Âge), Richard Sennett (Flesh and Stone) and Michel Maffesoli (Le Rythme de Vie), we have outlined some considerations for the organization of the history of the body in Brazilian football. In the second topic, we review studies that examine the convergence between football and advertising. This theoretical background will link to the subsequent analysis of 11 advertisements of well-known brands in which Brazilian football athlete, Neymar, appears as the poster boy. It is said that in football, especially in the first half of the twentieth century, there was certain prejudice against blacks and biracial players (until today Europe reports cases of racism); in advertising, these groups were kept from certain positions also. In short, Neymar takes part in a scenario of identity crisis as an icon able to instigate criticism as well as praise. His public image is permeated by the youthful desire to see himself represented. |
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