PubliCITY and the mascots of brands in the markets of the state of Pará

Abstract

The article aims to present the researches performed on the mascots, characters and personalities of the Amazonian imaginary used in the market of the state of Pará, for the construction and maintenance of brands. The study and analysis of the advertisements are focused on the historical record of the representations of the mascots used by commercial companies in the city of Belém do Pará, as well as studying them as a way of publicizing local and regional brands, products and services. The research revealed that the mascots of brands of the region are primarily composed by pets and others of low or no daily involvement, which shows the distancing of the vast fauna and the Amazonian imaginary. When imaginative mascots arise, references are also distant, such as the use of Roman myths or universal figures, like genius. The greatest bond of local meaning is in the plural and extensive representation of Our Lady of Nazareth as a character, therefore, mascot of the festivities of the Círio. This article, based on the research project titled publiCITY(ies) analyzes propaganda and advertising as a media brand(s) of consumption, also resulted in the presentation and publishing of four papers in proceedings of national events in the area.