Abstract
In this article we intend to analyze the short story Teoria do Medalhão (1881) by Machado de Assis, and the audio-visual advertising campaign Doutor (2016) from Volkswagen. From Methodological and theoretical assumptions from the speech analyses of the speech, we proceed to the comparative study of the narratives, watching confluences and alterities in their discursive speech, within the context of the relations between memory and discursive production. Thereunto, works by Mikhail Bakhtin (1981, 2003) Michel Foucault (1971) and Maurice Halbwachs (1990) were fundamental. As a result of the investigation, the study shows that the dialogue between the texts are intense and revealing/unveiling: both express the discursive content of the search from social empowerment from a title that appoints visibility to people - the doutor/medalhão -, and how this is experienced, seen and shared by characters who perform social roles of parents and children, character of the memory.
Keywords:
Speech analysis; Memory; Teoria do Medalhão; Doutor