Castigated over the years — and not without cause — as a partisan organ bordering on the Murdochian tabloid, the Folha de S.Paulo launches an elaborate banner campaign |stressing the values of democratic debate and cultural diversity, in an attempt to shore up its image as a “quality’ paper that does not deserve to be popularly known as PIG — a fairly successful meme that means “the political party of the coup-plotting media.”
«The Folha favors legalization of drugs»
«I do not.»
«Whether you agree or not, follow the Folha, because while it has its own positions, it always opensves s space for divergent opinions.»
The incongruence of a rough-trade woman expressing a socially conservative opinion is the heart of the campaign — do not judge a book by its Collor. It has also been used in a series to TV spots promoting safe sex, with alternating talking heads whose description of themselves is out of tune with their appearance.
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