Os DISCOURSES ABOUT THE NATIONAL EXAMINATION OF HIGHER EDUCATION IN TELEVISIVE ADVERTISEMENTS

Abstract

In this research, we propose, affiliated to the French Discourse Analysis, developed by Michel Pêcheux in France and by Eni Orlandi in Brazil, to understand the relationship between the subject and the language and its submission to history as a condition to signify the language itself, therefore, so that it produces its saying, determined by language. Thus, we emphasize the real of the language (incompleteness) and the real of the story (contradiction) to understand the effects of evaluative policies, which are shown in advertisements about the National Student Performance Exam (ENADE). These orders of language real comprise: the non-linearity and literalness of the sense, due to the non-transparency of the language; the decentralization of the subject, due to historical-ideological subjection; and the discursive memory, which conforms all the saying, as advocated by Gadet and Pêcheux (2004). In this case, we will intertwine the History of Linguistic Ideas to achieve this work, considering the history of written language policies legitimized by the School and the State. We question how the senses are constructed in the notions of language, citizen, reading, writing. We take marketing advertisements about ENADE, for the “corpus” of analysis, working with notions of reading, writing that are conceived by the documents of jurisdiction of the language and realizing how such concepts can be re-signified by AD.