Sunday, February 18, 2007

Aesthetics, airlines, advertising and the Rio Carnival

In the ancient Olympics the competitors ran naked for a prize of an olive crown. This was more looked at as a celebration of the human body, the male body to be precise. The organizers and the elite of Brazil have now (this year) compared the Rio Carnival to the Olympics.

A quote attributed to them in one of the website's says this "It is the celebration of body, closer in sprit to the Olympic games than a Strip bar". May be had they mentioned "ancient" before Olympics and "predominantly female" before body, it would have been more appropriate.

It also quotes a scholar saying ''Here, nakedness doesn't only lead to sexuality, it leads you to aesthetic appreciation,'' said Roberto Da Matta, a retired University of Notre Dame sociology professor and author of the book ''Carnivals, Rogues and Heroes: An Interpretation of the Brazilian Dilemma.''

Whatever said, the aesthetic appeal of the carnival pulls in aircraft loads of people from around the world. And this makes the carnival a delightful period for the airlines, hospitality and tourism industry. It is also an advertiser's delight, with so many advertising options available including the beautiful bodies of the samba dancers (Is anyone exploiting that media??) and a very captive audience.

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