Recent television advertisements for Bradesco, Brazil's largest private sector bank, open with an aerial camera shot travelling lazily across a typical Brazilian beach scene of Atlantic forest meeting the rocks around an arc of golden, sparsely populated sand lapped by a turquoise sea. "This is good," reads a caption. The camera moves along to an equally idyllic neighbouring cove, this time with just a single small group of sun-worshippers. Another caption appears: "This is prime."
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