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The institutional advertising campaign against the mosquito transmitting dengue, zika, chikungunya and yellow fever, recently launched by the government of the city of São Paulo, has resulted in social networks. The slogan " Aedes aegypti Together we have caused you doubt.
"We do not know who is together, which causes a biased reading, especially when it is about an action of the public power, and the tendency is always to provoke criticisms or doubts of the part of the people, "says Kleber Carrilho, professor of advertising writing for the advertising and propaganda course at Umesp (Methodist University of São Paulo).
Opinion shared by Marcelo Pontes, professor of communication and marketing at ESPM (School of Advertising and Marketing). "Together, who do we have or do we have dengue?" The wordplay has a double meaning, which is not advisable in an institutional campaign, "he says. The professional also criticizes the establishment of the scientific name of the mosquito. "The most important thing is to be direct."
For the Portuguese-speaking teachers Patrícia Sosa and Ítalo Curcio, respectively, of Umesp, and Mackenzie Presbyterian University, instead of the last point of Aedes aegypti the colon would be grammatically correct
Patricia adds that structurally, the sentence is not false. The problem was good in questionable understanding. "People do not see themselves in the process and wonder where they are," says the teacher.
The population has not forgiven either. "The ball is back against us," said saleswoman Taina Campos, 20.
The billing badistant, Viviane de Oliveira, 35, also believes that the message is ambiguous
The mayor, Bruno Covas management (PSDB), announced that the city was going to take the mosquito or U.S? , in a note, that the campaign was produced by Propaganda Moon. "It's a question of the highest relevance and seriousness for the city," he said, pointing out that "faced with the misinterpretation that gambling generates in some people, the campaign has undergone changes without any cost.
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