TO BE TO BE
TUPI OR NOT TUPI:
AN ILLUSTRATED GUIDE
TO REBRAND AN
ENTIRE SOCIETY
CULTURAL
GENOCIDE
Gustavo Machado
G R 5 0 0 5 P r o c e s s a n d History of Illustration - Miami University of Art & Design - MFA in Graphic Design

ORLANDO VILLAS BOAS (1914-2002)
CLAUDIO VILLAS BOAS (1916-1998)
LEONARDO VILLAS BOAS (1918-1961)
“THE NATIVE ONLY SURVIVES IN HIS
OWN CULTURE.”

BORN TO BE WILD
T HIS PROJECT IS I N M E M O R I A M
OF THE VILLAS BO A S B R O T H E R S ,
T HE IND IGENOUS C U L T U R E S T H A T
I NHABITED OUR P L A N E T , A N D
T HE ONES THAT S T I L L S U R V I V E
DESPITE THE IMMENSE PREDATORY
D EVELOPMENT TA K I N G P L A C E I N
OUR DESTABILIZE D W O R L D . G.M.

MODERATE NEO-TRIBALISM
INDUSTRIAL REVOLUTION AND
MONOPOLISTIC CAPITALISM ARE
TOGETHER IMPOSING RISKS NOT
JUST TO THE BIOSPHERE, BUT
ALSO TO THE ETHNOSPHERE.

MARSHALL MCLUHAN (1911-1980)
“GREAT AGES OF INNOVATION ARE THE
AGES IN WHICH ENTIRE CULTURES ARE
JUNKED OR SCRAPPED. SCRAPPED.”

ENDANGERED LANGUAGES,
ENDANGERED CULTURES
OVER THE NEXT CENTURY, 50% OF ALL
LANGUAGES WILL BECOME EXTINCT;
WITH THEM DIFFERENT VALUES,
BELIEFS, AND WAYS TO SEE LIFE.

TRISTES TROPIQUES
IN 1500, TUPI (TOO-PEE) WAS THE
MAIN ETHNIC GROUP IN BRAZIL,
INHABITING THE AMAZON RAINFOREST
AND THE BRAZILIAN ATLANTIC COAST.
AT THAT PRESENT TIME, RESEARCHERS
ESTIMATED A POPULATION OF AROUND
8.5 MILLION PEOPLE.

TRISTES TROPIQUES
500 YEARS AFTER PORTUGUESE
SETTLERS ASSIMILATED, ENSLAVED
OR SIMPLY EXTERMINATED THEM,
INDIGENOUS POPULATIONS ARE
REDUCED TO LESS THAN 200,000
PEOPLE, AMOUNTING TO 0.1% OF
THE POPULATION OF BRAZIL (180
MILLION).

SOCIAL PATTERNS
IN INDIGENOUS SOCIETIES, BODY
PAINTING REPRESENTS DIFFERENT
SOCIAL GROUPS AS WELL AS
SPECIFIC RITUALS: THE PASSAGE
TO MANHOOD, WEDDINGS, WAR,
ET CETERA.

TUPI OR NOT TUPI
=
GENDER
Male

TUPI OR NOT TUPI
=
STATUS
Shaman

TUPI OR NOT TUPI
=
RITUAL
Wedding

SOCIAL PATTERNS
LIKEWISE, IN MODERN SOCIETY BRANDS
ARE ALSO ASSOCIATED WITH SOCIAL
STRATIFICATION, AND AS A RESULT,
EXPRESS DIFFERENT VALUES: MONEY,
PRESTIGE, POWER, HONOUR.

TO BE OR NOT TO BE
=

TO BE OR NOT TO BE
=

TO BE OR NOT TO BE
=

EGO
FROM ETHNOCENTRISM TO BRAND
ENGAGEMENT
EVERY TIME TWO COMPLETELY DISTINCT
CULTURES COLLIDE, THE TENDENCY IS
THAT THE DOMINANT ONE WILL MAKE
USE OF MARKETING TECHNIQUES TO
IMPOSE THEIR OWN VALUES.

CORPORATE
CULTURAL IDENTITY STANDARDS
CORRECT INCORRECT

CORPORATE
CULTURAL IDENTITY STANDARDS
CORRECT INCORRECT

CORPORATE
CULTURAL IDENTITY STANDARDS
CORRECT INCORRECT

CORPORATE
CULTURAL IDENTITY STANDARDS
CORRECT INCORRECT

CORPORATE
CULTURAL IDENTITY STANDARDS
CORRECT INCORRECT

FROM BRAND ENGAGEMENT
TO DOMINANT PATTERNS
THE FOLLOWING EXAMPLES REPRESENT
CURRENT SCENARIOS RESULTING FROM
THE USE OF POWER AND OPPRESSION BY
DOMINANT GROUPS.

SLAVERY. JUST DO IT.
+
Nike h a s b e e n a c c u s e d o f s l avery including child labor in Pakistan

LOVE YOUR HOMELAND.
+
Nativ e l a n d d i s p u t e s a r e a m ong the major issues experienced by indigenous cultures

OBESITY. I’M LOVIN’ IT.
+
m
McDo n a l d ' s h a s b e e n r e g a r ded by many as responsible for a n international epidemic of obese children

mmmmmmmmmmmmmmmm
mmmmmmmmmmmmmmmm
mmmmmmmmmmmmmmmm
mmmmmmmmmmmmmmmm
mmmmmmmmmmmmmmmm
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mmmmmmmmmmmmmmmm
mmmmmmmmmmmmmmmm
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mmmmmmmmmmmmmmmm
mmmmmmmmmmmmmmmm
mmmmmmmmmmmmmmmm
mmmmmmmmmmmmmmmm
mmmmmmmmmmmmmmmm
mmmmmmmmmmmmmmmm

THIS IS LIVING. SMASH THE OLD WORLD.
ESTABLISH A NEW WORLD.
+
A rec e n t s t u d y r e v e a l e d t h a t games may incite angry players to violence

ARE YOU A CARDMEMBER? SORRY,
BUT OUR PRACTICES ARE DISCRIMINATORY.
+
Ame r i c a n E x p r e s s r e p r e s e n t s one of the most elitist credit cards available in the market

MOVING FORWARD
ON WORLD DOMINATION.
+
For d e c a d e s , J a p a n e s e c a r markers have been conquering the world

HUMAN CAPITAL. YOUR POTENTIAL.
OUR PASSION.
+
In 20 0 6 , M i c r o s o f t w a s c a u g ht giving away Vista-installed computers to prominent bloggers

LIVE RICHLY BY EXPLOITING
OTHER CULTURES.
+
CitiG r o u p r e c e n t l y c l o s e d i t s Japanese private bank after repeatdly breaking local laws

COCA-COLONIALISM. THIS IS IT.
+
Coca - C o l a i s r e g a r d e d a s a symbol of cultural imperialism around the globe

THINK DIFFERENT
IS EXPRESSLY PROHIBITED.
+
For m a n y y e a r s A p p l e c l a i m ed that Macs were much faster than PCs...even after adopting Intel microprocessors

CLAUDE LEVI-STRAUSS (1908- :-(
“ THE WORLD BEGAN WITHOUT
MAN, AND IT WILL COMPLETE
ITSELF WITHOUT HIM.”

APOCALYPTO
APOCALYPSE NOW
THESE STAGGERING FACTS CAN LEAD
TO POVERTY, INJUSTICE, RELIGIOUS
AND SECTARIAN VIOLENCE, RAGE,
AND EVENTUALLY TERRORISM.

MARGARET MEAD (1901-1978)
“NEVER UNDERSTIMATE THE POWER OF
A SMALL GROUP OF PEOPLE TO
CHANGE THE WORLD. INDEED, IT IS
THE ONLY THING THAT EVER HAS.”

NO SOLUTION
SINCE STOPPING WORLD DEVELOPMENT IS
UTOPIAN, DOING ANYTHING IS QUITE
CHALLENGING. NEVERTHELESS, EXAMPLES
ARE AVAILABLE EVERYWHERE FROM A
DIVERSE GROUP OF PEOPLE COMMITTED TO
MAKE A POSITIVE CHANGE IN OUR WORLD.
YOU COULD ALSO TAKE PART IN IT :-)

RESPECT THE DIFFERENCE
=

RESPECT THE DIFFERENCE
|= ~

RESPECT THE DIFFERENCE
=

SUPPORT PRO-DIVERSITY INITIATIVES
http://www.ecotrust.org

SUPPORT PRO-DIVERSITY INITIATIVES
http://www.langu age-archives.org

SUPPORT PRO-DIVERSITY INITIATIVES
http://www.bridgesweb.org

ACT TOWARDS POSITIVE CHANGE
Yuri Surkov - Coexistence (Poster)

ACT TOWARDS POSITIVE CHANGE
J onathan Barnbrook/Tibor Kalman - Adbusters magazine (Billboard)

ACT TOWARDS POSITIVE CHANGE
Michael Franti - I Know I’m Not Alone (DVD)

ACT TOWARDS POSITIVE CHANGE
N a o mi Klein - The Shock Doctrine: The Rise of Disaster Capitalism (Book)

ACT TOWARDS POSITIVE CHANGE
http://www.freetibet.org

GUSTAVO MACHADO (1969- =;-)
LITERARY ETHNOGRAPHER
“ GUSTAVO MACHADO IS A DESIGNER AND
EDUCATOR WITH AN ALMOST UTOPIAN
DREAM: REDESIGN THE WORLD.”

WORKS CITED
Azam, Faraz. \"Nike Shoes and Child Labor in Pakistan.
\" The Mandala Projects. June 1999. American University.
Dec 2007 <http://www.american.edu/TED/nike.htm>.
Jay, Dru. \"Land Claims and Treaties and Bands, Oh My!“
The Dominion - News from Grassroots. December 2005.
The Dominion Paper. 3 Dec 2007
<http://www.dominionpaper.ca/media_analysis/2005/12/09/
land_claim.html>.
Reisman, Rose. \"Obesity - A National Epidemic.“
Rose Reisman - The Art of Living Well. July 2003.
RoseReisman.com. 3 Dec 2007
<http://www.rosereisman.com/content/pdfs/nwsltr_s_2003.pdf>.

WORKS CITED
Carnevale, Tony. \"Study: video games may incite 'angry' players
to violence.\" Joystiq. April 2007. AOL LLC.
3 Dec 2007 <http://www.joystiq.com/2007/04/26/study-video-
games-may-incite-angry-players-to-violence>.
Ibsen, David. \"American Express Introduces New Tagline: \"Are
You A Cardmember?\".\" 5 Blogs Before Lunch.
April 2007. 3 Dec 2007
<http://daveibsen.typepad.com/5_blogs_before_lunch/2007/0
4/american_expres.html>.
Sapsford, Jathon. \"U.S. market now drives Japan's big car
makers.\" Post-Gazette Now. April 2006. PG Publishing Co.,
Inc. 3 Dec 2007 <http://www.post-
gazette.com/pg/06117/685633-185.stm>.

WORKS CITED
Arrington, Michael. \"The Microsoft “Scandal”.\" Crunchnotes -
Tracking Web 2.0. December 2006. TechCrunch.
5 Dec 2007 <http://www.crunchnotes.com/?p=331>.
Cooper, Louise. \"Scandal-hit Citigroup rebuilds its image.\" BBC
News. March 2005. British Broadcasting Corporation.
5 Dec 2007
<http://news.bbc.co.uk/1/hi/business/4318333.stm>.
Erickson, Kevin. \"U.S. to India: Drink Coke or else!.“
Holy Moly - Exploding the Nexus of Religion,
Culture & Politics. August 2006. 5 Dec 2007
<http://www.urbanhonking.com/holymoly/archives/2006/08/u
s_to_india_dri_1.html>.

WORKS CITED
Snell, Jason. \"First Lab Tests: iMac with Intel Core Duo
processor.\" Macworld - The Mac Experts. January 2006.
Mac Publishing, LLC. 5 Dec 2007
<http://www.macworld.com/2006/01/features/imaclabtest1/in
dex.php>.
Davis, Wade. \" Wade Davis: Cultures at the far edge of the
world.\" TED: Ideas Worth Spreading. February 2003. TED
Conferences, LLC. 10 Dec 2007
<http://www.ted.com/talks/view/id/69>.
\"Villas Boas Brothers.\" Wikipedia, the free encyclopedia.
14 August 2007. Wikimedia Foundation, Inc. 16 Dec 2007
<http://en.wikipedia.org/wiki/Villas_Boas_brothers>.

WORKS CITED
Wikipedia, the free encyclopedia. 2007. Wikimedia Foundation,
Inc. 16 Dec 2007 <http://en.wikipedia.org>.
Famous Quotes and Quotations at BrainyQuote. 2007.
BrainyMedia.com. 16 Dec 2007
<http://www.brainyquote.com>.
Buntin, Simmons. \"Tristes Tropiques by Claude Levi-Strauss.\"
Blog of Terrain.org: A Journal of the Built & Natural
Environments. 26 December 2006. 16 Dec 2007
<http://terrainorg.blogspot.com/2006/12/annotation-tristes-
tropiques-by-claude.html>.
Vida, Lux. Grafismo Indigena. 1st ed. Sao Paulo, Brazil:
Studio Nobel, 1992.

WORKS CITED
\"Contagem da Populacao 2007.\" IBGE - Instituto Brasileiro
de Geografia e Estatistica. 2007. Instituto Brasileiro
de Geografia e Estatistica. 16 Dec 2007
<http://www.ibge.gov.br/home/estatistica/populacao/contage
m2007/default_coment.shtm>.
Cunha, Manuela C. Historia dos Indios no Brasil. 2nd ed.
Sao Paulo, Brazil: Companhia das Letras, 1992.
Wiens, Elmer G. \"Linguistic and Commodity Exchanges.“
UBC Student - Tuum Est. 2005. Egwald.ca. 16 Dec 2007
<http://www.egwald.com/ubcstudent/aboriginal/exchanges.p
hp>.
Best brands of the world - vector logotypes, brand, logo,
logotype, logos. 2007. BrandsOfTheWorld.com. 16 Dec 2007
<http://brandsoftheworld.com>.

WORKS CITED
\"Claude Levi-Strauss.\" Wikipedia, the free encyclopedia.
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<http://en.wikipedia.org/wiki/Claude_levi-strauss>.
\"Margaret Mead (1901-1978) - An Anthropology of Human
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<http://www.interculturalstudies.org/Mead/biography.html>.
Resnick, Elizabeth. \"The Graphic Imperative - International
Posters for Peace, Social Justice, and the Environment.\"
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Ecotrust - Citizen of Salmon Nation. 2007. Ecotrust.
16 Dec 2007 <http://www.ecotrust.org>.

WORKS CITED
OLAC - Open Language Archives Community.
17 November 2007. 16 Dec 2007
<http://www.language-archives.org>.
Bridges to Understanding. 2007. 16 Dec 2007
<http://www.bridgesweb.org>.
Michael Franti and Spearhead. 2007. 16 Dec 2007
<http://www.stayhuman.org>.
Naomi Klein. 2007. 16 Dec 2007 <http://www.naomiklein.org>.
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Human Rights. 2007. Free Tibet Campaign 2007.
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