Anúncio “A Portuguese Hot Dog” 1967
Advertising “A Portuguese Hot Dog” 1967
We think before you visit a country, you should know what to eat when you get there.
So we would like to tell you of some dishes you should not miss when you visit our country. Portugal.
First of all, there is what some call our national dish. The sardine. As you can see from this life-size picture, we grow him very big. Then we grill him and serve him on a cornbread called brôa. So delicioso, it sells in our country like . . . well, like hot-dogs.
But you must also try our Bacalhau à Gomes de Sá. A codfish baked with onions and eggs and white wine.
And no trip to Portugal is complete till you have eaten Caldeirada. It is a bouillabaisse made with five different fish and the most delicate clams you have ever seen.
Of course, before you visit Portugal, you should know more than just what foods to eat. You should know what restaurants to eat them at. What hotel gives you the best value for your escudos. What kind of clothes to pack.
That’s where TAP Portuguese Airways fits into the picture. We do more for you than just book you on one of our flights from Kennedy Airport. We have an office full of people whose job it is to answer your questions and tell you all you need know about Portugal.
Before you leave for our country, call us on the telephone. We will tell you of a little place we know that sells the best hot-dogs in all Portugal.
Em 1967, a TAP Air Portugal procurou atrair turistas dos Estados Unidos para a sua recém-criada rota de Nova Iorque. Como parte de uma “ofensiva de charme” patrocinada pelo Consulado de Portugal e destinada a impressionar os “gringos”, apresentou-se uma imagem idílica do país, apoiada em velhos clichés nacionais. Caindo diretamente nas mãos das agências de publicidade da Madison Avenue, que pouco ou nada sabiam sobre Portugal, estas tomaram-nos por exóticos e distintos.
Foi neste contexto que surgiu o “Portuguese Hot Dog”: uma sardinha enfiada num pão de cachorro-quente, como fusão cultural de duas ideias simplistas, mas significativas. Uma ponte aérea a ligar o American Way ao nosso suposto “jardim à beira-mar plantado”.
Pedro Gentil-Homem
ANÚNCIO
“PORTUGUESE HOT DOG”
1967 | CART1127
TAP Património Cultural
In 1967, TAP Air Portugal sought to attract tourists from the United States to its newly established New York route. As part of a “charm offensive” sponsored by the Portuguese Consulate and aimed at impressing the “gringos”, an idyllic image of Portugal was presented, relying on tired old national clichés. Falling straight into the lap of Madison Avenue advertising agencies, who knew next to nothing about Portugal, they took us to be exotic and distinctive.
It was in this context that the “Portuguese Hot Dog” emerged. A sardine tucked into a hot dog bun, as a cultural fusion of two simplistic yet significant ideas. An air bridge linking the American Way with our so-called “garden planted by the sea”.
Pedro Gentil-Homem
ADVERTISEMENT
“PORTUGUESE HOT DOG”
1967 | CART1127
TAP Património Cultural