Argumentação e Multimodalidade em anúncios publicitários: o quiz digital como alternativa para a formação crítica no ensino fundamental

• Ano de defesa: 2016
• Autor(a) principal: Souza, Rosana Santos de
• Orientador(a): Azevedo, Isabel Cristina Michelan de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Sergipe
• Programa de Pós-Graduação: Pós-Graduação Profissional em Letras
• País: Brasil
• Palavras-chave em Português: Retórica; Crítica textual; Letramento; Material didático; Gêneros textuais; Recursos multimodais; Letramento crítico; Objeto de aprendizagem; Multimodalidade
• Palavras-chave em Inglês: Textual gender; Rhetoric; Multimodal resources; Critical literacy; Learning object
• Área do conhecimento CNPq: LINGUISTICA, LETRAS E ARTES
• Link de acesso: https://ri.ufs.br/handle/riufs/6432

This paper analyzes the argumentative and multimodal strategies located in advertisements, in order to contribute to the development of understanding of persuasive devices used in the construction of gender and the assumption of critical positions for basic education students. Therefore, the speeches of the Coca-Cola ads from Cacau Show and other brands were taken as an object of critical analysis to make it possible to identify the manipulation strategies that spread ideas and beliefs, dictate standards and rules of behavior to social subjects (reader / consumer), who are daily seduced. The methodology used was action research, based on Tripp (2005) and Engel (2000), and different instruments were used for the collection, description and analysis of information provided by students enrolled in 9th grade of elementary school. For the definition of the analysis criteria of this research was taken as reference the following concepts: critical literacy, based on Freire (1996); argumentation, according to Perelman and Olbrechts-Tyteca (2005), Reboul (1998) and Meyer (2007); the concept of genre as social action, socio-rethoric and socio-discursive of Bazerman (2005, 2007, 2011, 2015) and the concept of multimodality, according to Kress and Van Leeuwen. As this proposal indicates the use of a learning object (LA) as an alternative to systematic work with young people around these knowledge, Araújo (2013) and others have provided guidelines for the creation of a digital quiz and Lerner (2002) based the didactic sequence that enabled the observation of the relevance of the content selected for LA, as well as evaluating the impact of teaching practices on student learning. The research results showed that experiences supported by academic studies, interactive and dynamic, arranged by teachers who are in the classroom, promote broader understanding of the processes involved in multisemiotic materials marked by the interrelation between languages. Furthermore, there was expansion of critical literacy of those involved regarding the work of reading and analysis of the persuasive and semiotic discourse in the advertisement genre in different media, contributing thus to the development of reading capacity for social formation.