Leitura de anúncios publicitários televisivos
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Arquivos
Data
2013
Tipo de documento
Dissertação
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Linguística, Letras e Artes
Modalidade de acesso
Acesso aberto
Editora
Autores
Martins, Eliana Gato
Orientador
Braga, Sandro
Coorientador
Resumo
Esta pesquisa tem como embasamento teórico a Análise de Discurso (AD) de linha francesa, especialmente sob a perspectiva dos trabalhos sobre leitura desenvolvidos por Orlandi, e considerou as diretrizes que fundamentam os Parâmetros Curriculares Nacionais no desenvolvimento da atividade de campo. Tem como objetivo promover uma discussão sobre a leitura de anúncios publicitários televisivos na escola a fim de instaurar um espaço polêmico de construção de sentidos, no qual os alunos possam posicionar-se de forma reflexiva sobre os valores e ideologias trazidas por esse tipo de texto. A pesquisa foi realizada em uma escola pública de ensino fundamental e médio da rede estadual de Manaus/AM. Para isso, primeiramente realizou-se uma abordagem sobre texto e o gênero textual anúncio publicitário com uma turma de nono ano dessa escola. Na sequência, foi promovida a interpretação de dois anúncios publicitários televisivos (do refrigerante Sukita e o do veículo Classe A da Mercedes Benz). Os resultados apontam que o uso do anúncio publicitário televisivo: a) incentiva o aluno a assumir a função de autor, visto que durante o processo de interpretação dos anúncios eles argumentam, questionam e desestabilizam sentidos já naturalizados nos dois discursos publicitários; b) propicia a reflexão quanto ao uso da metáfora, da paráfrase e da interdiscursividade na construção do discurso publicitário; c) envolve os alunos com o processo de ensino aprendizagem, uma vez que eles próprios ajudam a conduzir as aulas por meio dos debates, e o professor torna-se um mediador.
This research has theoretical explanation from French Discourse Analysis, especially from the perspective of the work on reading developed by Orlandi, and it considered the guidelines that substantiate the National Curriculum Parameters ¿ NCP (in Portuguese, Parâmetros Curriculares Nacionais ¿ PCN) in the development of the field activity. The analysis aims to promote a discussion about reading television advertising in school in order to provide a controversial space for the construction of meanings in which students can position themselves as reflective people in front of the values and ideologies produced by this kind of text. The survey was conducted in a public school (elementary and secondary education) from Manaus / AM. In order to achieve the goals, first it was conducted a contextualization about text and commercial genre with a class of ninth grade from that school. After that, it was provided the interpretation of two television commercials (Sukita soft drink and Class A vehicle from Mercedes Benz). The results indicate that the use of television advertisement : a) encourages students to assume the role of author , since during the process of interpretation of the ads they argue, question and destabilize senses that are already naturalized in two speeches advertising b ) provides a reflection about the use of metaphor, paraphrase and interdiscursivity during the advertising discourse production c ) engages students in the learning process, since they themselves help to conduct classes through the debates, and the teacher becomes a mediator of the whole process.
This research has theoretical explanation from French Discourse Analysis, especially from the perspective of the work on reading developed by Orlandi, and it considered the guidelines that substantiate the National Curriculum Parameters ¿ NCP (in Portuguese, Parâmetros Curriculares Nacionais ¿ PCN) in the development of the field activity. The analysis aims to promote a discussion about reading television advertising in school in order to provide a controversial space for the construction of meanings in which students can position themselves as reflective people in front of the values and ideologies produced by this kind of text. The survey was conducted in a public school (elementary and secondary education) from Manaus / AM. In order to achieve the goals, first it was conducted a contextualization about text and commercial genre with a class of ninth grade from that school. After that, it was provided the interpretation of two television commercials (Sukita soft drink and Class A vehicle from Mercedes Benz). The results indicate that the use of television advertisement : a) encourages students to assume the role of author , since during the process of interpretation of the ads they argue, question and destabilize senses that are already naturalized in two speeches advertising b ) provides a reflection about the use of metaphor, paraphrase and interdiscursivity during the advertising discourse production c ) engages students in the learning process, since they themselves help to conduct classes through the debates, and the teacher becomes a mediator of the whole process.
Palavras-chave
Semiótica, Análise do discurso, Leitura - Estudo e ensino, Propaganda