Industries and Advertisement: Honda and Yamaha commercial ads in Veja Magazine (1974-1982)

Abstract

The historical analysis of advertisements of the Japanese motorcycle industry is key to understanding the early reversal of Nipponese capital of the motorcycle industry in Brazil in the late twentieth century. For this article, we consulted 438 Veja magazines published between 1974 and 1982 by Editora Abril, these copies available on the Internet. At the end of the designated period, there was a veritable boom in the domestic motorcycle market, with the Nipponese advertisements owned a significant role to promote this training market. This boom of the Brazilian motorcycle industry would not be possible without the involvement of a consumer youth because, in a context of economic downturn, young, newly in the labor market or the financial help of parents were consumers of large amounts motorcycles. The return in terms of income from advertisements of Honda and Yamaha was visible: in full deceleration of the Brazilian economy between the late 70’s and the following decade beginning in the twentieth century, the two Nipponese factories could not meet the growing demand. This pent-up demand generated the development of the domestic motorcycle market over the next several decades. Therefore, understanding of elements of early and later development of inversion of Japanese industrial capital in Brazil can be achieved through the analysis of advertising campaigns on motorcycles in the period 1974-2000.