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講座:瓜拉納如何成為巴西的國民飲料?

 

題目:

瓜拉納如何成為巴西的國民飲料?

主講人:

Seth Garfield,美國得克薩斯大學(奧斯丁)歷史系教授

時間:610日(星期一)15:00

地點:李兆基人文學苑5號樓歷史系 B113

歡迎參加

 

How Did Guaraná Become Brazil’s National Soda?

Seth Garfield, Department of History, University of Texas at Austin

 

How was guaraná, a caffeine-rich, indigenous Amazonian cultivar once consumed largely in the Amazon and South American heartland, transformed into Brazil’s “national” soda?  How did it become the star ingredient in a multibillion dollar industry?    This paper looks at Brazilian print advertisements and newspaper columns from the 1920s through the 1940s, when the soda first gained popularity, identifying the gendered and racial images fundamental to the soda’s early marketing and consumption。   In this vein, the soft drink’s early history embodies the promises and ploys of Brazilian nationalist thought and early industrial development。  

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