O Bruxo (Branco) do Cosme Velho: a representação de Machado de Assis no filme publicitário da Caixa Econômica Federal (2011)

Abstract

What does the advertising film O Bruxo do Cosme Velho (Caixa, 2011) express about the Brazilian racial issue? This dissertation addresses as its theme the representation of the writer Machado de Assis in the media and aims to analyze the first version of the audiovisual material, broadcast from September 12, 2011 on television and cinema as part of the Caixa 150 anos campaign. A story written by all Brazilians, alluding to the sesquicentenary of the public company. The communicational theoretical framework is based on the thinking of the intellectual Muniz Sodré. The methodological path is based on film analysis from Francis Vanoye and Anne Goliot-Lété and on the premises of audiovisual advertising from Tatiana Aneas. The result of the analysis points to the understanding of the advertising piece as a case of racism by omission, a concept formulated by Lélia Gonzalez. This work may be of interest to teachers of the Advertising and Propaganda higher education course, considering their new National Curricular Guidelines and the possibility of educating undergraduates about ethnic-racial relations.