Word: brazilians
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Dates: during 1980-1989
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...populated by blacks, Asians and Latins. "Japanese consumers now want to see somebody unique and somebody they can easily empathize with," says Hidehiko Sekizawa, senior research director for Hakuhodo, Japan's second & largest ad agency. In France the two hottest commercials of the summer, for Schweppes and Orangina, featured Brazilian music and casts of brown-eyed, mixed-race beauties...
...Many Brazilians still believe the Amazon is indestructible -- a green monster so huge and vital that it could not possibly disappear. Asked about a controversial hydroelectric project that might flood an area as large as Britain, a Brazilian engineering consultant said, "Yes, that's a big area, but in terms of the Amazon it's small." Maintained Sarney recently: "It's not easy to destroy a rain forest. There are recuperative powers at work...
...Brazilian government, meanwhile, came up with development schemes of its own. In the early 1970s the country built the Trans-Amazon Highway, a system of roads that run west from the coastal city of Recife toward the Peruvian border. The idea was to prompt a land rush similar to the pioneering of the American West. To encourage settlers to brave the jungle, the government offered transportation and other incentives, allowing them to claim land that they had "improved" by cutting down the trees...
...Mendes' most important achievements was to help convince the Inter- American Development Bank to suspend funding temporarily for further paving of BR-364 between Rondonia and Acre. But the Brazilian government is again seeking the $350 million needed to complete the road all the way to Peru, a prospect that alarms environmentalists. "One lesson we have learned in the Amazon is that when you improve a road, you unleash uncontrolled development on the rain forest," says John Browder, a specialist on Rondonia's deforestation from Virginia Polytechnic Institute...
Fabio Feldmann, the leading environmentalist in the Brazilian congress, alleges that much of the momentum behind the dam projects and other large public works derives from an extremely lucrative relationship between the major contractors and politicians. A dam may not have to make all that much sense if it generates sufficient commisso (commissions) for the right people...