Advertising: the American vs. the Brazilian way
Brazil has changed a lot in the last 10 years. Digital life is accessible to most, as are cell phones, text messaging and all the technology the former “first world” has. One of the plagues of American life, telemarketing, has also reached Brazil. However, there is a slight difference that can be noticed by someone who has lived extensively in both cultures:
Advertising in Brazil is still less somber. It is often about fun and humor.
Advertising in Brazil is still more honest. Prescription drugs cannot be advertised, since only doctors have the competency to recommend them. There is less hiding the truth with fine print.
There is less fictitious promises in Brazilian ads. I will never forget how shocked I was living in the late 70’s in the US and seeing teen girls’ magazines advertising pills to grow your breasts. Even at 17 I knew that no pills can make someone breasts get larger!
Cities in Brazil have less restrictions when it comes to outdoor advertisement such as billboards. Visual pollution is higher.
Sexy pictures (usually with women) are a lot more used in Brazil than in the more puritan America.
Finally, some say TV commercials are more creative and beautiful in Brazil. Brazilian advertising is top quality.
For those who have lived in both countries, what is your opinion?
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