Leitura do anúncio publicitário em uma perspectiva discursiva: um olhar para o binarismo masculino/feminino

Abstract

From a discourse approach, this research paper elects the advertisement as a unit of analysis to investigate the Teaching of Reading in Portuguese Language classes, based on the texts that correspond to the readings of 2nd year of High School students. In light of this object of study, the following inquiry arose: how to develop Reading Skills that are anchored in the Discursive Perspective that involves the student's view of the masculine/feminine binarism? In order to answer this question, we set out with the following general objective: to analyze the Readings made by students in the didactic intervention, by working with the advertisement genre from a Discursive Perspective in first language classes on the masculine/feminine binarism theme. As far as methodology is concerned, this work is characterized as applied research and involved the production and development of a Reading Teaching Plan focused on teaching how to read the advertising genre. When it comes to data analysis, a descriptive-analytical interpretativist approach was adopted, with a qualitative approach. The research setting was an Escola Estadual, located in the city of Campina Grande-PB, in a 2nd year High School class. The theoretical background that guided this proposal is centered on Fernandes (2005), Pêcheux (2008), Brandão (2012), Foucault (2014a; 2014b), and others. These researchers have provided inputs for language studies in the field of Discourse, by considering the social, historical, and ideological conditions of production of meaning through the advertising genre. The research is justified by the fact that it presents the possibility of working with reading practices that satisfy the learning requirements of 2nd year High School students, and also points out that it is possible to develop a discursive practice of using advertisements, allowing students to become agents of their own speech, subjectivizing themselves through their discourses. In analyzing the comments that include the students' interpretations, therefore, their readings, it was found that some students were adept at the message presented by the advertisements explained in class, considering the woman submissive to the man. On the other hand, others disagreed with the vision contained in the advertisements, and pointed out that in contemporary times, men and women should respect each other, and that women have been conquering their own space in society.