This article reports the results of a research that analyzed aspects of the narratives on behalf of the inclusion of disabled students in ordinary schools. To undertake this analysis, it was chosen, as an empirical target, the advertising strategy carried out by the Brazilian Federal Government - represented by the Educational State Department (called MEC). It was focused specifically on an advertising piece that pushed the second governmental campaign started in the beginning of the year 2000. The speech analysis was settled in the intersection of the advertisement's making off and the government's political position regarding the social inclusion of the disabled ones. It has to be noticed that the issue of disability was particular puzzling for the federal government because at the same time the needs of the disabled persons were discussed as a public policy, disability itself - claimed in its harmfulness - was also thought as a means to convince the population engaging polio vaccination campaigns. Once it's on the basis of the speech analysis that it aims to point out the historical circumstances on which a speech is being developed, so, one can say that the goal of this tool is to make it clear that a speech is a social construction. Taken this way, the speech analysis engaged upon this research, at the same time that described the steps that led to a slogan campaign, tried to show that the words (in its political correctness) that fulfill people's minds were not there since ever.
Speech Analysis; Governmental Advertising; Social Inclusion; Disabled People; Public Policies
