On consumption, censorship, beer, and celebrity: Building the meaning for the Devassa brand
This article aims to reflect on the assumptions of the advertising activity by presenting and analyzing the Devassa Bem Loura beer launch campaign in Brazil. The case represents a transition from traditional advertising, practiced since the beginning of the last century through paid insertions into...
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| Format: | Article |
| Language: | English |
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Universidade de São Paulo
2011-12-01
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| Series: | Matrizes |
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| Online Access: | http://www.revistas.usp.br/matrizes/article/view/38318 |