1. Greetings in
Brazil are fulsome. Lengthy handshakes in first meetings extend to embraces when friendships have developed. Handshakes should be extended to all people in a group at the start of an encounter and again at the end, upon leaving. Among women, kissing on alternating cheeks is the norm, although a third cheek kiss is added for single women as a sign of good luck in finding a spouse.
2. Conversations are generally lively, and heated debate, disagreements, interruptions and physical contact are the norm during conversation with Brazilians. Try not to be intimidated by it and simply enjoy the dynamic atmosphere. This kind of spirited conversation is simply an illustration of the typical outgoing and animated Brazilian culture. Culture and sports (soccer or
futball especially) are good topics of conversation while politics or controversial social issues should be avoided until you understand the culture well.
3. Brazilians are not as formal as other South American cultures. Men are usually addressed as
Senhor plus their surname (women as
Senhora plus the surname), but Brazilians move rapidly to first names, often used with a title.
4. Brazilians are status conscious and in business especially, adhering to standards of hierarchy is to be expected. Things do not function entirely along a top-down continuum either. The lateral dimension, exemplified by personal relationships, is also a vital aspect of Brazilian culture. Nothing is accomplished unless good rapport has been established and that quality of connection takes time. Another aspect of the lateral dimension is exemplified by the importance of contacts and introductions. Having a good local Brazilian sponsor, called a
despechante, is vital. Visitors should learn how to cultivate an understanding for both the hierarchical and the lateral aspects of Brazilian culture and social structure.
5. As noted above, status is important in
Brazil, as are symbols of status. If you stay at a hotel in
Brazil, be sure to find a good hotel and if you take a colleague or associate out for a meal, you should choose one known for its excellence. Such choices denote your own importance and worthiness of respect.
6.
Brazil is still a male-centered society. Nevertheless, Brazilian women are increasingly becoming more involved and accepted in the workplace, and female visitors should expect few gender-oriented problems in the professional realm. Female visitors, however, should recognize that Brazilian men are socialized to behave in a persistent and ardent manner, and so audacious comments and overstated leering are to be expected.
7. Although many people refer to citizens of the US as Americans, people from other parts of the hemisphere often become irritated when the term "American" is not understood as denoting citizens from other American realms as well. Brazilians are particularly self-conscious about this issue and do not appreciate when phrases like "in America" are used to refer to the
United States.
8.
Brazil is a multiethnic country. Although Brazilians are proud of their Portuguese language and their national celebration,
Carnaval, diverse ethnicities and cultures are also highly characteristic of this country. Visitors should be aware of how to strike a balance between national culture and aspects of cultural diversity in
Brazil.
9. The sign for "O.K." in the
United States (a circle of first finger and thumb) is a vulgar symbol in
Brazil. Another exemplar of bad manners is eating while walking down the street.
10. To invoke good luck, place your thumb between your index and middle fingers while making a fist. This is also known as the "fig" and it is considered to be a national symbol.
11. When invited to a home, (a sign of deepening friendship), it is advisable that some sort of gift be brought. Suggested items include fine chocolate, champagne, or other upper tier liquor. Gifts for children of the host and hostess are also suggested. Black and purple are colors of mourning and should be avoided, along with knives, which symbolize severing of the relationship, or handkerchiefs, which denote grief.
12. Although Brazilian standards of attire is less formal than other Latin American countries, business suits should be worn in the professional world by both men and women. Of course, the range of business suits can vary from traditional and conservative dark suits to lighter Italian style options in various colors. Men should stick to long sleeved shirts despite the weather and executives may consider three piece suits. Women tend to be fashionable, and unlike parts of Europe or
Canada where a more restrained look is the norm, vibrant color, makeup, accessories and jewelry are appreciated. Outside of business, men tend to wear dress trousers and shirts while women wear dresses, or in casual settings, they may wear shirts with skirts or pants. Ties are rarely worn for social occasions unless the event is more upscale; jackets, however, are frequently worn. Women generally have more latitude in their choices, and although local styles are often far more revealing than other parts of the world, female visitors should exercise some restraint in this regard. Both men and women should confine their penchant for wearing shorts to the home and the beach.