Advertising is a form of communication, usually paid for that seeks to lure, persuade, and encourage individuals to take an action or continue with a particular action. In business, adverting increases and maintains sales and creates good reputation for a firm. Advertisements are channeled to the consumers via mass media such as radio, television, magazines, newspapers, direct mail indoor advertising, and websites, among others. Brazil is the leading advertising country in Latin America. The mention of advertisements in Brazil evokes images of appealing and innovative commercial and ads, many that have taken top awards at international advertising competitions. In the 1980s, Brazil experienced one of the most memorable and significant advertising revolutions that gave rise to the current high levels of creativity in Brazilian ads.
Advertising Content and Space
Entertaining adverts are much tolerated and appreciated in Brazilian society than in the US. Familiar venues such as forms of mass media are used. The most coveted advertising space in television is during sports and soap operas. Advertisements aired during a football game, especially when Brazil national team is playing or when the Brazilian soap operas are showing does wonder to companies’ sales, though at a price.
Brazilian advertising industry vets like Claudio Loureiro Heads say the industry is well versed with what sells and what does not sell. Sensuality, body, and sex are one of the most employed strategies in Brazilian advertising. From the billboards to the beaches, consumers are bombarded with such images and the phrase ‘sex sells’ is a reality in Brazil than in any other country.
With the increased technological knowledge in Brazil, analysts suggest that Brazilian society is increasingly becoming comfortable with shopping online. The new feeling creates an enormous business opportunity for both firms and advertising agencies. The telecommunication infrastructure coupled with healthy Brazilian economy has contributed to the growth of e-commerce sales immensely.
Advertising Agencies in Brazil
There are three main ad agencies in Brazil, the well-known multinational ones such as Leo Burnett and BBDO, the local homegrown ones and the small-size agencies such as Almap.