Gérson's law
Encyclopedia
In Brazil
ian culture, Gérson's Law (Portuguese
: Lei de Gérson) is an adage
in which those who "like to take advantage of everything" have no concern for ethics
.
This expression came into use because of a TV commercial from around 1970 for the cigarette
brand Vila Rica, played by Brazilian
footballer Gérson
. While he is a very well known football player in Brazil and worldwide, Gérson was always a source for controversy. In the commercial, that particular cigarette brand was portrayed as being advantageous for being both the best and cheaper than other traditional brands, and at the end of the commercial, Gérson said:
Later, the player resented having his image connected to the ad, since all kinds of unethical behaviors were linked to his name with reference to the law.
The main idea linked to "Gérson's Law" is, undoubtedly, one of the most deeply rooted values in Brazilian culture. While not always openly discussed, the value of that "law", the concept of being "smart", the usage of "connections" or "pulling strings", are part of the conditioned social behavior
s, such as jeitinho
and malandragem
, that contribute to Brazil's cultural, political and social paradigm.
Brazil
Brazil , officially the Federative Republic of Brazil , is the largest country in South America. It is the world's fifth largest country, both by geographical area and by population with over 192 million people...
ian culture, Gérson's Law (Portuguese
Portuguese language
Portuguese is a Romance language that arose in the medieval Kingdom of Galicia, nowadays Galicia and Northern Portugal. The southern part of the Kingdom of Galicia became independent as the County of Portugal in 1095...
: Lei de Gérson) is an adage
Adage
An adage is a short but memorable saying which holds some important fact of experience that is considered true by many people, or that has gained some credibility through its long use....
in which those who "like to take advantage of everything" have no concern for ethics
Ethics
Ethics, also known as moral philosophy, is a branch of philosophy that addresses questions about morality—that is, concepts such as good and evil, right and wrong, virtue and vice, justice and crime, etc.Major branches of ethics include:...
.
This expression came into use because of a TV commercial from around 1970 for the cigarette
Cigarette
A cigarette is a small roll of finely cut tobacco leaves wrapped in a cylinder of thin paper for smoking. The cigarette is ignited at one end and allowed to smoulder; its smoke is inhaled from the other end, which is held in or to the mouth and in some cases a cigarette holder may be used as well...
brand Vila Rica, played by Brazilian
Brazil national football team
The Brazil national football team represents Brazil in international men's football and is controlled by the Brazilian Football Confederation , the governing body for football in Brazil. They are a member of the International Federation of Association Football since 1923 and also a member of the...
footballer Gérson
Gérson
Gérson de Oliveira Nunes, generally known as Gérson [], , nickname Canhotinha de ouro is an association footballer. He won numerous national trophies with the club sides of Flamego, Botafogo, São Paulo and Fluminense...
. While he is a very well known football player in Brazil and worldwide, Gérson was always a source for controversy. In the commercial, that particular cigarette brand was portrayed as being advantageous for being both the best and cheaper than other traditional brands, and at the end of the commercial, Gérson said:
Later, the player resented having his image connected to the ad, since all kinds of unethical behaviors were linked to his name with reference to the law.
The main idea linked to "Gérson's Law" is, undoubtedly, one of the most deeply rooted values in Brazilian culture. While not always openly discussed, the value of that "law", the concept of being "smart", the usage of "connections" or "pulling strings", are part of the conditioned social behavior
Social behavior
In physics, physiology and sociology, social behavior is behavior directed towards society, or taking place between, members of the same species. Behavior such as predation which involves members of different species is not social...
s, such as jeitinho
Jeitinho
Jeitinho is an expression for the way of doing things by circumventing rules and social conventions. It is a typically Brazilian method of social navigation where an individual can use emotional resources , blackmail, family ties, promises, rewards or money to obtain favors or to get an...
and malandragem
Malandragem
Malandragem is a Brazilian Portuguese term for a lifestyle of idleness, fast living and petty crime - traditionally celebrated in samba lyrics, especially those of Noel Rosa. The exponent of this lifestyle, the malandro , or "bad boy" , has become significant to Brazilian national identity as a...
, that contribute to Brazil's cultural, political and social paradigm.