“O Brasil não pode parar!” : uma análise bakhtiniana do projeto de dizer da propaganda do ENEM 2020

Abstract

The month is March, and the year is 2020. The problems arising from COVID-19 were still at their beginning. At the time, no country in the world was prepared to what was to come. However, a good part of the European Bloc anticipated these problems and established public health policies to prevent the virus from spreading. In Brazil, little or almost nothing was done. There was no actual lockdown, what the Ministry of Health proposed were basic measures, such as wearing masks, using hand sanitizers and avoiding crowds. Nevertheless, there is an annual examination, the National High School Examination - Exame Nacional do Ensino Médio (ENEM), which provides students with an opportunity to join in the country’s Higher Education Institutions (especially in the public system). Afraid of what was to come, students and student entities have manifested and asked for either the postponement or the complete suspension of the tests, due to the escalation of the number of cases and deaths. Schools were closed, classes interrupted, and the huge gap between public and private school students widened. However, on May 2020, the Ministry of Education launched an institutional advertisement confirming that ENEM would be carried out. The acceptance of the TV commercial by the students (typical interlocutors) was disastrous. Thus, this research, based on the Bakhtinian perspective, focuses on promoting a verbal-visual analysis of the utterance (institutional advertisement) and, therefore, identify to whom it has been oriented, and what its project of speech is. The theoretical background is divided in three parts: utterance and its characteristics, speech genres and some notes on advertising and institutional advertising and based on authors such as Sobral and Giacomelli (2006), Fiorin (2016), Brait and Melo (2010), among others. The methodology is guided by the proposal elaborated by Sobral (2006), which involves three stages: description, analysis, and interpretation. Furthermore, we will clarify an important section of advertising analysis, which is the division into shots and sequences according to Harris' (1982) assumptions. Finally, the final considerations of this work point to a contradiction between the initial proposal of institutional advertising and its real project of speech.