200 million in action: the cordial man and the film analysis of World Cup television advertisements

Abstract

ABSTRACTThe objective of this article is to verify how the concept of the ‘cordial man’ remains in the Brazilian society of the twenty-first century, through the methodology of discursive film analysis. Concepts of the cordial man are presented, coming from the social formation of Brazil, with rural and patriarchal origins. This paper presents three facets of the work, Roots of Brazil: his aversion to formalities, his hospitality to the foreigner and what he perceives for the future of this society. The advertisements shown by sponsors of the 2002, 2006, 2010 and 2014 World Cup on free-to-air television broadcasts were selected as corpus of research. The analysis included approximately 45 min of videos, including 32 television media campaigns. Through them, is shown that the concepts of the cordial man, presented by Holanda in a rural and patriarchal society, remain present, despite the urbanization and insertion of Brazil in the global context.