Word: brazilian
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...country's 76 million people, 50% are illiterate and, besides, too poor to buy mass magazines. There is no national television, radio or newspaper. Inflation is so rampant that prices sometimes change overnight. All these handicaps have proved, however, to be advantages for a fast-moving Brazilian named Cicero Leuenroth, who has built his Standard Propaganda into Brazil's largest advertising agency by combining Madison Avenue drive and efficiency with a deep understanding of the special needs of Brazil's consumers...
...employees shrewdly tailor advertising to two markets. Brazil's richest consumers are in the "Golden Triangle" that stretches from Rio and São Paulo to Belo Horizonte. To stir them, Standard turns out sophisticated pitches that any Manhattan agency would proudly claim. For Rhodia fabrics, Leuenroth photographed Brazilian models wearing Rhodia clothes in Rome and Tokyo to convince women that Brazilian-made rayons and cottons are as smart as imports. In a nation where saints and sexpots remain the surest advertising approach at any level, Standard hoisted the Barki clothing company's sales with pictures of luscious...
...tightened collections. One of his first moves was to end the 75% to 100% salary increases of the Goulart days; he set up credit bureaus to expand farm production and lower food prices. To encourage more investment, the government is also liberalizing profit-remittance laws. This month the Brazilian Congress finally set aside $188 million to purchase the assets of American & Foreign Power Co., part of which were expropriated under Goulart...
Nothing to Save. For Brazilian consumers, however, a few percentage points do not a revolution make...
...loner living in Germany, a tall Brazilian, Almir de Silva Mavignier, 39, is the prototype op artist (lower right). He works slowly, sells for little, and does not care for fame. "Think about the anonymous craftsmen who built that," he said recently, peering from behind gold-rimmed spectacles at the Ulm cathedral. "They have been depersonalized, yet might have died with satisfaction that they helped create something still pulsating 500 years later." His works, dotted with neat cones of oil, are uniformly produced in permutations of the spectrum: a painstaking topography that seems to prick the retina...