FIFA's official vignette for World Cup 2014 and Gilberto Freyre's football-art: aesthetic approaches and advertising appropriation

Abstract

Gilberto Freyre is known to inaugurate the idea that Brazilian players would practice the so-called football art. By sublimation of some elements that make up Brazilian society, such as the Afro-descendant legacy, he described the national football as an aesthetic practice that would stand out individualities and swing. Although some authors contest this view, it has been privileged by the media as a reference of Brazilian national identity. Based on this hypothesis, we were chosen for analysis official vignette FIFA for the opening of the broadcasts of the World Cup 2014, in which we can identify elements belonging to football art.