Anne Chen International Advertising & Promotions October 31, 2012
Cultural/Economic Market Study of Brazil
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General Description & Overview of Brazil Located in eastern South America, at 8,514,877 square kilometers, Brazil’s the largest country on the continent.1 Topographical conditions are varied; around ninety-percent of Brazil enjoys a tropical climate, with rainy summers and dry winters, while its southern parts possess a more temperate weather. The Amazon River Basin covers most of northern Brazil; the Amazon rainforest dominates much of this area, and the Amazon River is among the largest rivers running through Brazil. Most of Brazil’s principal cities are located along the lowlands of the country’s northeast coast.2 Prominent natural resources include bauxite, gold, and iron ore. Current environmental concerns include the “deforestation in [the] Amazon Basin”; the “illegal wildlife trade”; and the “air and water pollution in Rio de Janeiro, San Paulo, and several other large cities”.3 Claimed back in 1500 by Portuguese Pedro Alvares Cabral, Brazil gained independence on September 7, 1822. Dictators such as Getulio Vargas and Castela Branco interrupted Brazil’s periods of democratic governance, but on October 5, 1988, Brazil obtained its own Constitution, which instituted “Brazil as a federal republic of twenty-six states and a Federal District.”4 Brazil’s now home to several political parties, including the Brazilian Democratic Movement Party, the Brazilian Republican Party, and the Communist Party of Brazil.5
Demographic Analysis Brazil’s nationality is Brazilian; its total population as of July 2012 is 199,321,413 people.6 This sizeable populace hosts diverse cultural affiliations, and this heterogeneity has been viewed as either a national strength, or a weakness contributing to the country’s “backwardness”7. Population Distribution
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1.102% 17.48 births/1,000 population; 6.38 deaths/population 0.98 male/female (2011 est.) 0-14 years: 24.7%; 15-64 years: 68.2%; 65+ years: 7.1% White: 53.7%; Mulatto: 38.5%; Black: 6.2%; Other: 0.9%; Unspecified: 0.7% (2000 est.) Portuguese, Spanish, German, Italian, Japanese, English, minor Amerindian languages Roman Catholic: 73.6%; Protestant: 15.4%; Spiritualist: 1.3%; Bantu/Voodoo: 0.3%; Other: 1.8%; Unspecified: 0.2%; None: 7.4% (2000 est.) Urban Population: 87% of total population; Urbanization Rate: 1.1% annual rate of change (2010-15 est.) São Paulo: 19.96 million; Rio de Janeiro: 11.836 million; Belo Horizonte: 5.736 million; Porto Alegre: 4.034 million; Brasilia: 3.798 million (2009 est.) -0.09 migrant/1,000 population 88.6% of total population
Population Growth Rate Birth & Death Rates Sex Ratio Age Groups Ethnic Groups Languages Religions
Urbanization Major Cities
Net Migration Rate Literacy
a further analysis of the country’s demographics provided in chart form based on 2012 data (unless otherwise noted) compiled by the CIA
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Cultural Analysis When the Portuguese first arrived in Brazil, they encountered nomadic Indians leading culturally-rich lives which featured cannibalistic practices and intertribal warfare. Consequently, Brazil’s most prominent language today, Portuguese, is substantially influenced by Indian dialects, as well as African ones.9 Literature & the Arts
At the start of the 20th century, Brazilian artists established Modern Art Week in São Paulo; festivities celebrated a creative revolution which focused upon Brazil’s national history and folklore.10 Today’s contemporary literary works are “centered on city life and all its features: loneliness, hostility, political problems and media control.”11 Modern Art Week, “a watershed in the history of Brazilian culture”12, was strongly connected to other trends, particularly urbanization and the rising influx of immigrants. Hence the new interest in expressing nationalistic questions in artistic and literary forms, as seen in the works of sculptor Victor Brecheret and the paintings of Anita Malfatti and Di Cavalcanti. Theatre, however, wasn’t included in Modern Art Week. Brazilian architecture has been described as a “creative melting pot”13. A most recent trend is a growing interest in landscape architecture, which “synthesize[s] art and horticulture in threedimensional design”14; a prominent example is Roberto Burle Marx’s terrace garden in Rio de Janeiro. Delving farther into the past, “Brazilian colonial architecture was derived from Portugal, with adaptations demanded by the tropical climate.”15 Evidence of the colonial style can be seen in the monasteries and churches of Brazil’s older cities. City designs were also modeled after Portuguese cities, with narrow streets converging upon central plazas – open areas where religious and administrative buildings are located. Architectural design is now aimed to answer the pressing question of efficient space allocation, especially in the face of Brazil’s rapid city growth. Concernedly, Brazil’s lively cities stand in stark contrast to the rural “backlands” which border them, where poverty continues to be a major issue.16 Music
Music holds a significant value in Brazilian culture. Along with Samba, considered to be Brazil’s national musical style, other genres include Choro, Bossa nova, and Forró/frevo. Samba incorporates both Brazilian and African rhythms; its more modern versions have been popularized in Rio de Janeiro.17
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Sports
The most popular Brazilian sport is soccer, or “futebol”. Brazil’s Maracanã Stadium is the largest in the world; the country has five other stadiums, ideal for fans to cheer on their beloved Brazilian National Soccer Team, which, thanks to its five World Cup victories, can claim to have won the title the most amount of times.18 Other popular sports include volleyball, basketball, tennis, and motor racing. Carnaval
The most famous Brazilian holiday is the annual, week-long festival of Carnaval. “A time of camaraderie [and] freedom”19, Carnival features extravagant parades filled with colorful costumes and traditional Brazilian music. Other key holidays include Tiradentes’ Day (April 21), which marks the anniversary of the death of national martyr Tiradentes; Our Lady of Aparacida (October 12), which commemorates the Patron Saint of Brazil; and the Day of the Dead (November 2), which honors the deceased.20 Cuisine
The most renowned Brazilian dish is “feijoada”, a bean and pork-based stew served with rice, collard greens, and manioc flour. The manioc root “was a staple of the Brazilian Indian’s diet”21. Other favorite dishes include the cheese puff “Pão de Queijo” – usually washed down with a glass of the “guaraná” – and sweets such as “cajuzinhos”. Brazilian cuisine enjoys foods which stem from its Indian and Portuguese roots. Original Indian eats include hearts of palm, pound cake, and corn bread; the Portuguese brought with them potatoes, fruits, and cod fish. There are also African culinary remnants, such as okra, palm oil, and shrimp moqueca. Modern cuisines have developed thanks to the importation of international dishes, such as pizza from Italy and taboule from Lebanon. Popular Culture
Essential to Brazilian pop culture are Telenovelas, “dramatic soap operas” which “not only grip the nation, but are sold to 120 countries around the world.”22 According to television director Carlos Magalhaes, “About thirty years ago, Brazil was a lot of countries … I think TV has unified it ... We used to be many different countries. We speak the same language. We know we are a country now.”23 Due to the influx of international influences thanks to developments in communicatory channels, there’ve been many efforts to preserve Brazil’s indigenous traditions. The UNESCO Office in Brasilia24 is most markedly wary of encroaching Western ideals which threaten to usurp timehonored values. Conservative worries aren’t assuaged by three technology trends which have
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exploded in Brazil: the ubiquitous presence of mobile phones, the rising rate of Internet penetration, and Brazilian citizens’ active online participation and utilization of social media25.
Economic Analysis26 GDP
$2.324 trillion
Currency
Real (BRL)
Exchange Rate
1.6728 BRL per U.S. $
Income per Capita
$11,900
Distribution of Wealth
Distribution of Family Income
“aside from the official fivefold regional division of Brazil, a simpler economic distinction is made between the poor, underdeveloped North and the wealthier, more industrialized South … this distinction is sometimes referred to as the "two Brazils" or "Belindia” … at times these contrasts are translated into negative stereotypes as when inhabitants of São Paulo, the huge metropolis in southeastern Brazil, blame their city's poverty and high crime rate on migrants from the North”27 51.9 (2012 est.)
Unemployment Rate
6%
Inflation Rate
6.6%
Public Debt
54.2% of GDP
Major Industries
agricultural (coffee, soybeans, wheat, rice, corn); mining (iron ore); manufacturing (textiles, shoes, chemicals, cement, steel, aircraft, motor vehicles, machinery); services $256 billion (transport equipment, iron ore, soybeans, footwear, coffee, autos) $219.6 billion (machinery, electrical & transport equipment, chemical products, oil, automotive parts, electronics) 4,105 airports (2012 est.); 28,538 km railways; 1,751,868 km roadways; 50,000 km waterways 1.7% of GDP (2009 est.)
Major Exports Major Imports Major Transportation Channels Military Expenditures
a further analysis of the country’s economy provided in chart form based on 2011 data (unless otherwise noted) compiled by the CIA
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Works Cited 1. “Geography: Brazil.” The World Fact Book. Central Intelligence Agency. 4, October. 2012. Web. 29, October. 2012. <https://www.cia.gov/library/publications/the-worldfactbook/geos/br.html> 2. “Brazil – Topography.” Encyclopedia of the Nations. 2012. Web. 29, October. 2012. <http://www.nationsencyclopedia.com/Americas/Brazil-TOPOGRAPHY.html> 3. “Geography: Brazil.” The World Fact Book. Central Intelligence Agency. 4, October. 2012. Web. 29, October. 2012. <https://www.cia.gov/library/publications/the-worldfactbook/geos/br.html> 4. “Brazil – Political Background.” Encyclopedia of the Nations. 2012. Web. 29, October. 2012. <http://www.nationsencyclopedia.com/World-Leaders-2003/Brazil-POLITICALBACKGROUND.html#b> 5. “Government: Brazil.” The World Fact Book. Central Intelligence Agency. 4, October. 2012. Web. 29, October. 2012. <https://www.cia.gov/library/publications/the-worldfactbook/geos/br.html> 6. “People: Brazil.” The World Fact Book. Central Intelligence Agency. 4, October. 2012. Web. 29, October. 2012. <https://www.cia.gov/library/publications/the-worldfactbook/geos/br.html> 7. “National Identity.” Countries and Their Cultures: Brazil. Advameg, Inc. 2012. Web. 28, October. 2012. <http://www.everyculture.com/Bo-Co/Brazil.html#b> 8. “People: Brazil.” The World Fact Book. Central Intelligence Agency. 4, October. 2012. Web. 29, October. 2012. <https://www.cia.gov/library/publications/the-worldfactbook/geos/br.html> 9. “Brazil: History.” interKnowledge Corp. para. 7. 1998-2006. Web. 29, October. 2012. <www.geographia.com/brazil/brazihistory.htm> 10. “Brazil – Literature.” Brasil: Um Pais de Todos. para. 5. Web. 29, October. 2012. <http://www.un.int/brazil/brasil/brazil-literature.htm> 11. “Contemporary.” Brazilian Literature. Portuguese Language. 2005-2012. Web. 29, October. 2012. < http://www.portugueselanguageguide.com/portuguese/culture/ brazil/brazilliterature.asp.> 12. “Modernism in Brazil.” Visual Arts. Encyclopaedia Itaú Cultural. 10, June. 2009. Web. 29, October. 2012. <http://www.itaucultural.org.br/aplicexternas/enciclopedia_ic/index.cfm? fuseaction=termos_texto_ing&cd_verbete=4900&1st_palavras=&cd_idioma=28556&cd _item=8> 13. “Architectural Brazil: 10 Breathtaking Modern Monuments.” The Coolist. para. 1. 2009.
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Web. 29, October. 2012. <http://www.thecoolist.com/brazilian-architecture-10-brea thtaking-modern-monuments/> 14. Rohter, Larry. “A New Look at the Multitalented Man Who Made Tropical Landscaping An Art.” The New York Times. 20, January. 2009. Web. 30, October. 2012. <http://www.ny times.com/2009/01/21/arts/design/21burl.html?pagewanted=all> 15. “Brazil - Architecture.” Brasil: Um Pais de Todos. para 1. Web. 29, October. 2012. <http:// www.un.int/brazil/brasil/brazil-arquitetura.htm> 16. “Urbanism, Architecture, and the Use of Space.” Countries and Their Cultures: Brazil. Advameg, Inc. 2012. Web. 28, October. 2012. <http://www.everyculture.com/Bo-C o/Brazil.html#b> 17. “History of Samba and Samba.” Sua Pesquisa. Web. October 30, 2012. <www.suapesquisa.c om/samba/> 18. “Sports.” Kids Corner Brazil. Consulate General of Brazil in Los Angeles. Web. 29, October. 2012. < http://www.kidscornerbrazil.org/content/sports.php> 19. “Brazil’s Famous Carnival Holiday.” Topics Online Magazine. 1997-2009. Web. 29, October. 2012. <http://www.topics-mag.com/internatl/holidays/brazil/carnival-brazil.ht m> 20. “Brazilian and American Holidays.” Brazil. United States Diplomatic Mission to Brazil. Web. 30, October. 2012. <http://brazil.usembassy.gov/holidays.html> 21. “Brazilian Food.” Kids Corner Brazil. Consulate General of Brazil in Los Angeles. Web. 29, October. 2012. < http://www.kidscornerbrazil.org/content/eats.php> 22. “Brazil: Telenovelas.” Telenovelas – Identity & Myth. BBC World Service. para. 1 and 2. Web. 30, October. 2012. <http://www.bbc.co.uk/worldservice/arts/features/latinameri canwords/brazil/telenovela.shtml> 23. “Brazil: Telenovelas.” Telenovelas – Identity & Myth. BBC World Service. para. 5. Web. 30, October. 2012. <http://www.bbc.co.uk/worldservice/arts/features/latinamericanwo rds/brazil/telenovela.shtml> 24. “Cultural Diversity in Brazil.” UNESCO Office in Brasilia. UNESCO. 1995-2012. Web. 30, October. 2012. <http://www.unesco.org/new/en/brasilia/culture/cultural-diversity/> 25. Kaushal, Priyanka. “3 Technology Trends from Brazil.” Latest Ideas. Corporate Executive Board CEC Insider. 30, January. 2012. Web. 30, October. 2012. <http://cecinsider.exbdbl ogs.com/2012/01/30/3-technology-trends-from-brazil> 26. “Economy: Brazil.” The World Fact Book. Central Intelligence Agency. 4, October. 2012. Web. 29, October. 2012. <https://www.cia.gov/library/publications/the-worldfactbook/geos/br.html>
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27. “Orientation: Identification.” Countries and Their Cultures: Brazil. Advameg, Inc. para. 3. 2012. Web. 28, October. 2012 <http://www.everyculture.com/Bo-Co/Brazil.html#b>
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