THE 2012 CHRISTMAS ADVERTISING IN THE SUSPIRO COMMUNITY (PI): A SOCIOLOGICAL ANALYSIS OF MARKETING, CULTURE AND SOCIAL AWARENESS

Abstract

This article sociologically analyzes the 2012 Christmas commercial produced in the Suspiro community near Betânia (PI), based on the provided videos. The research investigates how the advertisement serves as a marketing device and social sensitization tool, linking the symbolic elements of Christmas culture with community identity and social dynamics in a rural periphery. It is grounded on Pierre Bourdieu's concepts of symbolic practices and cultural capital, and Jean Baudrillard's theories of consumption and simulacra. The methodology consists of qualitative video analysis, relating narrative and symbolic elements to the theoretical framework. Results indicate that the commercial functions both as a marketing engagement tool and a social ritual reinforcing community cohesion and self-esteem. The study concludes that the Christmas advertisement, by promoting solidarity values and cultural symbols, acts as a significant sociocultural phenomenon that transcends market logic and positively impacts local identity.