Teoria da Comunicação - Análise do filme NO (2012)

Summary

This video script discusses a lecture on advertising and communication theory, focusing on a practical approach. It introduces a Chilean film from 2012 that explores the 1988 plebiscite in Chile, contrasting the advertising campaigns of 'Yes' and 'No' to Pinochet's rule. The film illustrates how public opinion was swayed through strategic propaganda, ultimately leading to the end of Pinochet's dictatorship.

Takeaways

• 🎥 The script is a transcript of a lecture discussing the theory of communication and advertising, specifically in the context of a Chilean film from 2012.
• 📚 The lecture emphasizes the importance of studying communication theories and their application in practical scenarios, such as the creation of advertising campaigns.
• 🇨🇱 The Chilean film mentioned is set in 1988, during the military dictatorship led by General Augusto Pinochet, which had a significant impact on the country's social and political landscape.
• 🎬 The film's storyline revolves around the advertising campaigns for a national plebiscite that would determine whether Pinochet would continue in power or not.
• 📺 The plebiscite involved a 15-minute televised campaign per hour, with the 'Yes' campaign supporting Pinochet's continuance and the 'No' campaign opposing it.
• 📈 The 'Yes' campaign was heavily favored by the government and portrayed Pinochet as a savior of the country, using various advertising techniques to promote their message.
• 🚫 The 'No' campaign faced challenges due to restrictions and had to be creative in their approach, focusing on happiness and freedom as key elements of their message.
• 📊 The outcome of the plebiscite was a victory for the 'No' campaign, with 54% of the votes, leading to the end of Pinochet's rule and the beginning of a new democratic era in Chile.
• 📝 The lecture highlights the power of advertising and propaganda in shaping public opinion and influencing political outcomes, as demonstrated in the film.
• 🌐 The script also touches on the global reach of cinema, noting that films from various countries, not just Hollywood, can have a significant impact and are increasingly accessible through platforms like Netflix.
• 👀 The lecturer encourages students to watch the film as part of their coursework, as it provides a practical example of the theories discussed in class and their real-world applications.

Q & A

What is the main topic of the lecture?

The main topic of the lecture is the analysis of a film related to advertising and propaganda, focusing on its role in the context of political communication.

What is the film's title and origin?

The film is titled 'No' and is a Chilean production from 2012.

What historical context is the film set in?

The film is set in Chile during the year 1988, under the military dictatorship led by General Augusto Pinochet.

What significant event in Chilean history is mentioned in the lecture?

The lecture mentions the military coup in 1973, which led to the death of President Salvador Allende and the establishment of Pinochet's dictatorship.

What was the purpose of the plebiscite in the film's setting?

The purpose of the plebiscite was to decide whether General Pinochet would continue in power or if there would be a transition to a new government through direct elections.

What role does René Saavedra play in the film?

René Saavedra is a character who is a publicist and is involved in the 'No' campaign, opposing Pinochet's continued rule.

What is the significance of the 'No' campaign in the film?

The 'No' campaign in the film is significant as it represents the opposition to Pinochet's regime and is focused on ending the military dictatorship.

What is the contrast between the 'Yes' and 'No' campaigns as depicted in the film?

The 'Yes' campaign is portrayed as being backed by the government and promoting continuity under Pinochet, while the 'No' campaign is shown as more grassroots and focused on change and democracy.

What is the outcome of the plebiscite as shown in the film?

The outcome of the plebiscite in the film is a victory for the 'No' campaign, with 54% of the votes, leading to the end of Pinochet's rule.

What broader implications does the film have for understanding the role of advertising in political communication?

The film illustrates how advertising and propaganda can significantly influence public opinion and political outcomes, highlighting the power of media in shaping societal perceptions and actions.