Persuasion or performance: the communicational strategies to transform rugby into a national passion
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2011.139112Keywords:
Rugby. Advertising. Organizational communication.Abstract
This paper analyzes the communication strategy of the Brazilian Rugby Confederation in the promotion of sport in the country, with three television campaigns developed since 2010 together with manufacturer Topper. One of the goals of the organization is to make the sport better known among the Brazilian public, with a view to inclusion of rugby in the Olympics in Rio de Janeiro in 2016. Very popular in countries colonized by Britain, the sport still has little visibility in the national sports scene, something to be transformed in organizational communication and advertising.Downloads
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Published
2011-12-26
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How to Cite
MARQUES, José Carlos; CAFEO, Marta Regina Garcia. Persuasion or performance: the communicational strategies to transform rugby into a national passion. Organicom, São Paulo, Brasil, v. 8, n. 15, p. 153–168, 2011. DOI: 10.11606/issn.2238-2593.organicom.2011.139112. Disponível em: https://revistas.usp.br/organicom/article/view/139112.. Acesso em: 18 may. 2024.