Carioca Soccer Mascots in the Jornal DOS Sports Marketing Strategy

Flavio Mota de Lacerda Pessoa

Carioca Soccer Mascots in the Jornal DOS Sports Marketing Strategy

Flavio Mota de Lacerda Pessoa * §

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Universidade Federal do Rio de Janeiro

Carioca Soccer Mascots in the Jornal DOS Sports Marketing Strategy

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Abstract

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.

References

16 Cites in Article

Reference Format

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

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

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

jornal dos sports mário filho and lorenzo molas mascots sports cartoons

Classification

GJMBR-E Classification JEL Code: M00

M39

Submission ReceivedDecember 13, 2013
Peer Review Double Blind
Handling Editor
Accepted January 2, 2014
Published January 15, 2014

Version of record

v1.2

Issue date

November 10, 2014

Language

Portuguese

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Article Matrices

Total Score: 148

Country: Brazil

Subject: Global Journal of Management and Business Research

Authors: Flavio Mota de Lacerda Pessoa (PhD/Dr. count: 0)

View Count (all-time): 254

Total Views (Real + Logic): 1729

Total Downloads (simulated): 129

Publish Date: 2014 01, Wed

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Total Views: 1.7K

Total Downloads: 129

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