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 Caption: Turn off the TV and go read a book! Or better,
turn off the computer and read a book. Turn off your cell phone and read a book.
Okay! Turn that podcast off and go read a book! Hi guys! My name is <PRESIDIO_ANONYMIZED_PERSON>. I am
a Portuguese teacher for foreigners and this is the Comprehensible Portuguese
Podcast - Portuguices. Or rather, understandable Portuguese Podcast - Portuguices.
Welcome, welcome. This is episode number four,
this is the fourth episode of the podcast, and in this episode I want to talk about that phrase in the title
"turn off the TV and go read a book". But why? Keep listening to this podcast and I'll tell you!
Well, first of all, that phrase was from an old campaign by a
television channel called "em ti vi" or MTV, as we used to say in Brazil, MTV or "em ti vi",
with Brazilian pronunciation. It is a music channel. A television channel dedicated to music. The purpose of
this campaign was to remind people that, I don't know, books exist. The aim was to say that reading,
the act of reading, is something important. In this case, MORE important than watching television,
for example. More important than standing in front of the television watching television at that moment.
Basically the campaign literally suggested, "stop watching television now", which
was very shocking, very impactful "turn off the television and go read a book". Simple as that.
Honestly, I thought this campaign was great because it's as if I were talking now:
"stop listening to this podcast, stop listening, pause spotify, pause YouTube. I don't know,
close everything and go read a book. That's it.
Courage I think the advertisers were
very brave with this television campaign, but at the same time, they know, or they knew,
perhaps, that people, at least the vast majority, would not turn off the television At least
not at that moment. Instantly. Anyway ...
So in this episode I'm going to talk a little bit about it and the repercussions
it had at the time. Let's start? I divided this podcast into four points.
So, let's go to the first (1) "this campaign worked"
To understand why this campaign "worked", "to work" means to work or draw
attention. So, to understand why it worked, why it worked we have to understand that
unfortunately reading was not one of the main habits, or one of the main attitudes activities among
the Brazilians of the time. This happened around 2004 or 2005, I don't remember exactly!
Nowadays, I believe that the situation has not changed. Unfortunately, I believe that it even got worse,
nowadays the reading but I don't have data, I am saying my opinion.
(2) - second point - "the channel that made this campaign was an innovative channel"
Brazilian MTV (or Brazilian MTV) has always been a different channel from the rest. This campaign is a
great example that they were experimenting with things that other channels didn’t used to do,
at least at the same time. Asking viewers to turn off is certainly
totally out of the ordinary for a television channel. 3 - third point - "why was it innovative?"
Well, the way they did it was very, very interesting. I'm going to describe to
you now what this advertisement was like. It had a black, dark screen and a man
said: boredom, lack of creativity, confusion, stupidity, conformism, turn off the
television and go read a book! Just like that. This all happened with a noise in the background,
an interference noise. All the time. And the words I said lasted only
15 seconds, but the entire advertisement lasted a minute, two minutes, maybe more! And from
the words or after the words there was just that noise in the background with the words "turn off the TV
and go read a book!" and the channel logo. I think that a lot of people switched
channels when this advertisement passed. When they watched this advertisement.
So ... I don't know, I don't know if the campaign has created more readers, I think not, maybe. But
she certainly created a little reflection about looking at a glass screen. I think
that goal has certainly been achieved. Certainly people started to think
about being there looking at a screen, watching television. So reflection was created. For sure.
In my opinion art should be something that creates some kind of "nuisance", some kind of reaction.
I love experimental art. I think this advertisement was a metalinguistic protest.
Complicated words, but in my opinion it was a metalinguistic protest, that is, it
means that it was a way of protesting against television (against the habit of
watching television) through television. Therefore metalinguistic. And I think this advertisement is great.
4 - fourth and last point I still remember this campaign, this
advertisement. Until today! It marked me so much that I'm here sharing it with you,
including. But I keep asking myself: today, how could we get the same
message through an advertisement? How could we adapt this message for today?
I don’t know. Turn off your phone and read a book? Turn off the wi-fi and go read a book? I don't know,
what do you think? How could we adapt this campaign for
today? How can we be innovative and metalinguistic in times of Tik-Tok, Facebook,
WhatsApp and social networks? What do you think?
I would love to hear your opinion! So ... You can access the website www.portuguices.com.br
and tell me in the comments how you think this campaign can be adapted
for today. For 2021. basically. Oh, and another thing, if you want to watch the
original campaign, the original television advertisement, I'll leave the link there on the
site as well. So you can watch the original campaign that I talked about in this episode.
Go there to watch! Well, thank you very much
again for listening to this podcast, thank you very much for listening to me. But now, turn off this podcast and
read a book in Portuguese, of course! Guys, my name is <PRESIDIO_ANONYMIZED_PERSON> this
was this was the fourth episode of the Comprehensible Portuguese Podcast - Portuguices. Or rather,
Comprehensible Portuguese Podcast - Portuguices. Thank you so much for listening, thank you so much
for watching and see you in the next episode, bye bye!
Title: Turn off your tv and go read a book! - Ep. 04 - Portuguese Podcast
Description: In this episode, I talk about one of the boldest television "commercials" I have ever seen. Back in the early 2000s on Brazilian MTV, there was a very creative yet provocative reading campaign. So turn off your tv (or maybe your phone?) and have fun!

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