Search

The objective of this article is to discuss how the concept living with the drought is incorporated into the AMA mineral water brand project. Managed by the AMBEV brewery and with the slogan “more than a water, a cause” it proposes the use of its profit to finance the construction of cisterns, solar panels and water supply structures for poor communities throughout the Brazilian semiarid regions. Based on a mapping of partnerships, foundations and NGOs, the legitimization of AMA as a “Social business” is perceivable, the result of a double movement: first, it presents itself as a business trying to conciliate profit with social and environmental purpose, results from an absorption of the critics against the capitalism system in the central countries. Second, AMA’s proposal is aligned with criticisms on the State’s plan to combat droughts prevalent in the last century in Brazil. AMA thus inserts a “new spirit” of coexistence with the semiarid regions, of efficient and ideological legitimation: a proposal to live with droughts which has an elective affinity with values linked to foundations that are linked to the financial market and risk management startups. In the conclusions this article discusses a moral / market relationship and the kind of “hydric citizenship” that private initiatives such as AMA’s aim to take place the vacuum of a dismantling in the public policies made for the poor communities in the rural areas of the Brazilian semiarid.

Este trabalho tem como propósito apresentar um estudo comparativo de duas traduções brasileiras da peça Romeu e Julieta, de William Shakespeare, com enfoque no Ato 1, Cena 3, na qual constam as falas da personagem secundária Ama, que são carregadas de comicidade e certo teor sexual. Para esse propósito, serão feitas algumas breves considerações sobre o elo entre o humor e a tradução e sobre essa personagem secundária, cujas características cômicas se assemelham ao clown, figura bastante recorrente na literatura dramática medieval e que foi transposta para o palco renascentista. As duas traduções utilizadas para este trabalho analítico são de Bárbara Heliodora (1997) e Beatriz Viégas-Faria (2016). A análise demonstra que ambas as tradutoras buscaram, cada uma à sua maneira, lidar com a comicidade da personagem de modo criativo, sem perder de vista o teor cômico presente no texto-fonte.

Copyright of Desenvolvimento e Meio Ambiente is the property of Universidade Federal do Parana and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

El texto repasa desde una perspectiva histórica la evolución del concepto de marketing desde sus orígenes hasta la actualidad (última definición de la AMA en 2013). Se revisa la literatura que explica la aparición de la disciplina y los periodos destacados que marcan su desarrollo e implementación hasta convertirse en lo que representa hoy en día, haciendo especial mención a la superación de los escenarios puramente económicos a favor de la intengabilidad y el mundo de las ideas. Las conclusiones apuntan a unos criterios uniformes y uniformados para la aplicación del marketing en la esfera internacional con independencia del tipo de producto al que se aplique.