Football and religion in Latin America in times of World Cup

Even with modernity the imaginary bonds with the representations of a national identity remain the social cement of a people. This national identity feeds advertising which in turn revisits it to create pieces that adequately fit the consumer's expectations and their understanding of the world. This is expected to stimulate the acquisition of the products/services offered. However to understand that the purpose of advertising is only to promote brands and products and stimulate consumption would be a very reductionist view. We cannot fail to observe that consumer expectations in turn are mediated by the moment in which one lives and by cultural traditions revisited intentionally on occasion. Thus advertising as a cultural mediator interacts with the social imaginary. Advertising will act building emotional bonds with consumers including the feeling of belonging because it is also inserted in social relationships and ultimately the advertisers themselves can be considered belonging to this imaginary web composed of symbols and representations including religious ones.