FROM HITLER TO LULA: ANALYSIS ON THE IMAGE AND ITS SENSE EFFECTS IN THE ADVERTISING DISCOURSE OF FOLHA DE SÃO PAULO

Abstract

ABSTRACT: "Forcing to consider the accused party and, publishing an accusation, guarantee space to the contradictory". (FOLHA DE SÃO PAULO, 2018). These are some of the principles prescribed in the Folha de São Paulo Writing Manual – a recast version published in 2018. We understand that all say is constituted by social, historical and ideological elements, and the media is subjected as a place of truth, fertile ground for planting values and images on subjects, especially when such subjects occupy prominent places in history, like Adolf Hitler and Luís Inácio Lula da Silva. Two antagonistic figures for their attitudes, but emblematic for the position of political leadership they occupied/occupy in history. Based on these premises based on the Analysis of Foucaultian discourse and maintaining a dialogue with the studies of the Semiotics of The Greimasian Semiotics, our work aims to analyze two advertisements of Folha de São Paulo in which the images of Hitler and Lula are used to validate the journal's say. Linked at different moments (propaganda with Hitler exhibited in 1987 and lula, exhibited in 2018), Folha uses strategies and control devices, in returning the event to ratify its commitment to the ethics and impartiality of the Information. The technological resources used through several semioses discipline the reader's gaze by gradually designing the face of the two leaders as a puzzle whose pieces promote a true spectacle of looks. We understand that, through the coming of memory (use of Hitler's image to dialogue with Lula's image), Folha is subjected by establishing games of similitudes between the past and the present. Even "excelling" by the discourse of truth, the journal leaves marks of a memory that tries to erase/silence – support for Brazil's military dictatorship, as well as its position contrary to leftist parties.