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A cross-cultural comparison of political attack ads in Brazil and the United States A Brief History of Political Advertising in Brazil During Getulio Vargas administration in the 1940s Brazil saw the dawn of political marketing His title father of the poor seemed to be more in the minds of the masses than their own lives Much of his popularity came from a radio broadcast he hosted where he addressed to the common people However It was in 1960 with Janio Quadros that Brazilians started to witness the rise of the marketer a character that would become one of the most controversial in the countrys political scene In a masters stroke the Quadros campaign adopted a broom as it main symbol The broom which appeared in pin buttons posters among other advertising paraphernalia represented the candidates promise to clean the government and the country from corruption Neves 2002 The broom jingle became a popular hit and Janios campaign is still recognized as one of the most successful marketing cases in the history of political advertising in Brazil Varre varre varre varre varrevarre vassourinhaVarre varre a bandalheiraQue o povo esta cansadoDe sofrer desta maneiraJanio Quadro e a esperanca dessepovo abandonadoSweep sweep sweep sweep sweepSweep little broomSweep sweep the rogueryBecause the people is tiredOf suffering like thisJanio Quadros i the hope of thisabandoned people The generals also often recurred to marketing in order to legitimize their administration Among the successful slogans were nationalistic appeals such as the late 60s Brazil love or leave it and the 70s There is no holding back this country Ninguem segura este pais created during a phase of fast economic growth After electing Janio Quadros for president in 1960 Brazilians had to wait another 40 years to choose another president From 1984 to 1985 the country was under a military dictatorship and after two decades the first civilian president to take office was appointed by Congress With
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