Designing a nostalgic hot dog brand for Rio de Janeiro

Q1 Arts and Humanities International Journal of Food Design Pub Date : 2023-05-02 DOI:10.1386/ijfd_00058_1
Mirella De Menezes Migliari, I. Perrotta
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Abstract

Despite having the American hot dog as its core product, the Geneal brand gradually developed as a symbol of Rio de Janeiro. The company, a Rio de Janeiro original, grounds its brand symbolism in the past – from its surge in the early 1960s – to direct visual and content campaigns, and today its communication strategy is based on representations of the beach and other iconic symbols of the city that resemble a tropical paradise, as Rio was historically known. In this article, the main frame is to analyse the latest visual assets used for the brand’s communication and representation and ultimately understand how nostalgia plays a strategic and positive role. This research was developed through exploratory methods based on cross-disciplinary bibliographical references, an in-depth interview with the brand’s general manager, newspaper articles, empirical observation and the analysis of graphic assets showcased on its social media communication, sales campaigns, graphic displays, point of sale and brand book. Due to the strong relationship between beach symbolism and the city’s culture, this analysis presents the brand inserted into the intangible heritage of Rio de Janeiro.
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为里约热内卢设计一个怀旧的热狗品牌
尽管以美国热狗为核心产品,但通用品牌逐渐发展成为里约热内卢的象征。这家起源于里约热内卢的公司,将其品牌的象征意义建立在过去——从20世纪60年代初的热潮——到直接的视觉和内容宣传上,今天它的传播策略是基于海滩和这个城市的其他标志性标志的表现,这些标志就像一个热带天堂,因为里约热内卢在历史上被称为。在这篇文章中,主要的框架是分析最新的视觉资产用于品牌的传播和表现,并最终了解怀旧是如何发挥战略和积极作用的。本研究的探索性方法是基于跨学科的参考书目、对该品牌总经理的深度访谈、报纸文章、实证观察和分析其社交媒体传播、销售活动、图形展示、销售点和品牌书籍中展示的图形资产。由于海滩象征与城市文化之间的紧密联系,本分析呈现了插入里约热内卢非物质遗产的品牌。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
International Journal of Food Design
International Journal of Food Design Arts and Humanities-Visual Arts and Performing Arts
CiteScore
3.70
自引率
0.00%
发文量
7
审稿时长
24 weeks
期刊最新文献
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