Tsavkko Garcia, Raphael
Publication year: 2019

Embratur or Brazilian Tourism Institute is the name of a special department of the Ministry of Tourism of Brazil. They have recently unveiled the new slogan to promote Brazil abroad, “Brazil, visit and love us”. The slogan was accused of promoting sex tourism, as well as containing a number of errors ranging from grammar to basic marketing.

“The slogan seems to want to unfold the old motto ‘love it or leave it’, in a kind of intertextuality with the military period” says Sérgio Tavares Filho, PhD in Digital Culture from the University of Jyväskylä and senior consultant at Idean.

The slogan “Love it or leave it” was created in the 1969 by the counterinsurgency unit Operação Bandeirantes (OBAN) inspired in the “love it or leave it” motto used in the US during the Vietnam War. The slogan was popularised at the beginning of the government of the then dictator Emílio Garrastazu Médici (1969–1974), one of the periods of greatest repression of the military dictatorship that lasted from 1964 to 1985.

Full article at The Startup’s page. Date of publication: 16/09/2019.

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