Carioca Soccer Mascots in the Jornal DOS Sports Marketing Strategy

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Flavio Mota de Lacerda Pessoa
Flavio Mota de Lacerda Pessoa
1 Universidade Federal do Rio de Janeiro

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Admitting football as a fundamental element of the economy in capitalist society, we investigate the exploitation of its spectacle in the 1940s. Aiming primarily to stimulate consumption and identification of fans with their clubs, the cartoons of Jornal dos Sports here are analyzed to understand the economic dynamics around the sport. The clubs mascots created by cartoonist Lorenzo Molas would also appear on the advertisements. We will see then how far the concept of Alan Bryman, of “Disneyzation”, can be found in the Brazilian case. We will look for traces of this process through thematization and merchandising.

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No external funding was declared for this work.

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The authors declare no conflict of interest.

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No ethics committee approval was required for this article type.

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Flavio Mota de Lacerda Pessoa. 2014. \u201cCarioca Soccer Mascots in the Jornal DOS Sports Marketing Strategy\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 14 (GJMBR Volume 14 Issue E6): .

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GJMBR Volume 14 Issue E6
Pg. 33- 44
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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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November 10, 2014

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English

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Admitting football as a fundamental element of the economy in capitalist society, we investigate the exploitation of its spectacle in the 1940s. Aiming primarily to stimulate consumption and identification of fans with their clubs, the cartoons of Jornal dos Sports here are analyzed to understand the economic dynamics around the sport. The clubs mascots created by cartoonist Lorenzo Molas would also appear on the advertisements. We will see then how far the concept of Alan Bryman, of “Disneyzation”, can be found in the Brazilian case. We will look for traces of this process through thematization and merchandising.

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Carioca Soccer Mascots in the Jornal DOS Sports Marketing Strategy

Flavio Mota de Lacerda Pessoa
Flavio Mota de Lacerda Pessoa Universidade Federal do Rio de Janeiro

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