Francisco Campos and the Brazilian Authoritarianism. A Hidden Dialogue with Carl Schmitt

This article propose to analyse the theoretical sources which constitutes the political culture of the Brazilian authoritarianism in the 20th century, principally in the work of Francisco Campos and his connection with the “integralismo” and its catholic conservatism ways. The hypothesis is that the mentioned connection which had inspired the ideological political culture which make possible all the sources and historical conditions to the implementation of the Brazilian dictatorship in the year 1964. This article has analysed the facist inspiration of the Campos´s theory and how it has happened, his hidden dialogue with Carl Schmitt, settling issuing lines of understanding on contemporary authoritarianism whose spreading still proceed, but now standing under new figures, discourses, rhetorics, symbologies and enemies.

Non-conventional advertising formats in television versus spots: An analysis based on the generated recall

Advertising investment and audience figures indicate that television continues to lead as a mass advertising medium. However, its effectiveness is questioned due to problems such as zapping, saturation and audience fragmentation. This has favoured the development of non-conventional advertising formats. This study provides empirical evidence for the theoretical development. This investigation analyzes the recall generated by four non-conventional advertising formats in a real environment: short programme (branded content), television sponsorship, internal and external telepromotion versus the more conventional spot. The methodology employed has integrated secondary data with primary data from computer assisted telephone interviewing (CATI) were performed ad-hoc on a sample of 2000 individuals, aged 16 to 65, representative of the total television audience. Our findings show that non-conventional advertising formats are more effective at a cognitive level, as they generate higher levels of both unaided and aided recall, in all analyzed formats when compared to the spot.