O gênero anúncio publicitário sob o viés discursivo: oficinas de leitura no ensino fundamental

Abstract

Bearing in mind the importance of teaching-learning proficient reading of discursive genres, in this current contemporary socio-historical context, marked by the profusion of information and exacerbated consumerism (BAUMAN, 2008) and, bearing in mind the need to expand the possibilities of reading these genres, among them, the advertisement - responsible for propagating, among subjects (students, too) - consumerist ideas and behaviors, the aim was to discuss and develop a didactic proposal, focusing on practices of reading of the advertisement genre under the discursive bias, to be carried out in the 7th year of elementary school (Public School) And so, to debate the production conditions of these genres, their socio-ideological contexts, their hegemonic ideologies and their relations with the production of needs and desires, often excessive and exclusive. In this sense, the research found theoretical support in the assumptions of Discourse Analysis, mainly in Pêcheux (2015), Foucault (2008), Orlandi (2020) and on AD and teaching, reading in Coracini (1995), in Cultural Studies in Bauman (2008) and, about the consumer society and studies of Gregolin (2003), Carvalho (2000), among other authors (as). This study was anchored in qualitative, bibliographical, interpretive and propositional research - bringing the AD methodological framework and its discursive categories to analyze the advertising materialities, such as subject, production conditions, discursive formation, ideological formations, discursive memory, effects of meaning, among others. The proposal was aimed at students from a public school in the city of Campina Grande/PB. The results pointed to the possibility of students perceiving significant (discursive) elements that are uncommon in the strategies proposed in the classroom, based on textbooks. It was concluded that the school, in the set of its disciplines and, in particular, the Portuguese language discipline, can effectively contribute to the formation of new subjects, knowledgeable of the tricks of advertising discourses, their sayings and silencing, in the constitution of identities. And the didactic activities proposed here were aimed at expanding the reflective capacity of advertising readers.