Since 1980, the Tax Authority has used the lion image as a symbol of income tax. The advertising campaign created by DPZ & T in 1979 brought the “King of the Forest” image to institutional propaganda.
The decision to use Assad as a figure in this advertising campaign took into account the imposition of respect, the strength of the animal and the senses of justice, loyalty and punishment in defense cases, according to the history of income tax in Brazil, from the Tax Authority.
The first institutional piece in Lion was released in January 1980 in newspapers and magazines. The goal was to provide Assad to the taxpayer. In the same month, an advertising movie was broadcast on TV.
Over the course of February to May 1980, Assad was used to warn taxpayers about the stages of income tax. The lion appeared in the institutional campaigns of tax authorities for 10 (ten) years.
The effect of the advertising campaign reached the point that was combined with dictionaries. Houiss “Leo” is defined as the body responsible for collecting income tax.
In Aurélio, the word is described as the collection of this tax. Indeed, the Brazilian Academy of the Messages “Assad” as an entity responsible for collecting income tax.
“One of the concepts emanating from dictionaries, there is a lion’s relationship with income tax and not specifically with the Tax Authority. It is also noted that cats are linked to plural, although, at first, the rapprochement was strong with inspection,” says tax authorities in the history of income tax in Brazil.
“Although the Tax Authority is no longer used the lion’s personality, the symbol image was stored in the minds of taxpayers, in one of the most successful parts of the advertising in the Brazilian media,” the institution adds.
Ancient advertising campaigns, such as an income tax lion, have the ability to reform on population due to the use of traditional media such as TV, radio, newspapers and magazines.
The expert explains that this memory is created through the tremendous use of the personality in the advertising inclusion associated with the specified context, in this case, by approving the income tax.
“The campaign was able to align communication with a specific situation. So every time they had this specific position, people remembered the brand. It was very difficult today with the fragmentation of the media. So, the brands created in the past,” says Bidandu.
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