Duração:
2h (30m tolerância) // Cotação = 200 I = 65 / II = 55 / III = 70 Componente formal (correção, articulação de
ideias) = 10
I
“Publicity is usually
explained and justified as a competitive medium which ultimately benefits the
public (the consumer) and the most efficient of the manufacturers — and thus
the national economy. It is closely related to certain ideas about freedom:
freedom of choice for the purchaser: freedom of enterprise for the
manufacturer. The great hoardings and the publicity neons of the cities of
capitalism are the immediate visible sign of ‘The Free World.’(…)
It is true that in
publicity one brand of manufacturers, one firm, competes with another, but it
is also true that every publicity image confirms and enhances every other.
Publicity is not merely an assembly of competing messages: it is a language in
itself which is always being used to make the same general proposal. Within
publicity, choices are offered between this cream and that cream, that car and
this car, but publicity as a system only makes a single proposal.
It proposes to each of us
that we transform ourselves, or our lives, by buying something more.
This more, it proposes,
will make us in some way richer — even though we will be poorer by having spent
our money.
Publicity persuades us of
such a transformation by showing people who have apparently been transformed
and are, as a result, enviable. The state of being envied is what constitutes
glamour. And publicity is the process of manufacturing glamour.”
Berger, John. Ways
of Seeing. 124-123.
Considerando a passagem
transcrita, problematize o papel do discurso publicitário na economia e na sociedade
contemporânea.
II
“In the story of the Great
Turning, what’s catching on is commitment to act for the sake of life on Earth
as well as the vision, courage, and solidarity to do so. Social and technical innovations
converge, mobilizing people’s energy, attention, creativity, and determination,
in what Paul Hawken describes as “the largest social movement in history.” (…)
Don’t be surprised if you
haven’t read about this epic transition in major newspapers or seen it reported
in other mainstream media. Their focus is usually trained on sudden, discrete
events they can point their cameras at. Cultural shifts happen on a different
level; they come into view only when we step back enough to see a bigger
picture changing over time. (…) We might need to train ourselves to see the
larger pattern and recognize how the story of the Great Turning is happening in
our time. Once seen, it becomes easier to recognize. And when we name it, this
story becomes more real and familiar to us.”
Macy, Joanna e Chris
Johnstone. Active Hope: How to Face the
Mess We’re in without Going Crazy. 27.
Comente o excerto citado,
argumentando a favor ou contra o posicionamento defendido pelos autores.
III
Analise o texto publicitário abaixo reproduzido, encontrado num mupi do
Metro de Lisboa em abril de 2017, tendo em conta, entre outros fatores que
julgar relevantes, i) a estrutura composicional; ii) a interação entre as
componentes verbal e visual (e os dois tipos de texto visual aqui usados); iii)
a evocação de um contexto histórico específico.
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