Estudo de textos de marketing como recurso para o aprendizado do tipo textual argumentativo

Abstract

Marketing texts on social media are often read and produced by a mixed audience, which also includes students of school age, that is why it is a modality that deserves attention in classroom. These texts comprise different communicative resources – images, symbols, sounds, written or spoken messages, gestures –, which characterizes them as multimodal. These resources produce meanings and help fulfill the communicative purpose of disseminating ideas and products, in addition to the purpose of conversion. It is proposed, in this work, the study of some of these resources, especially those linked to the verbal aspect, in creatives elaborated by two great brands – Natura and Guaraná Antarctica – and published on the social media Instagram. Both are Brazilian and well known in the country, which increases the chance of them being common in the daily lives of students and their families and publishing content compatible with Brazilian culture. The concepts of multimodality, neologism and idiomatic expression will be considered and their presence highlighted in the selected creatives. In addition, the concept of didactic sequence, proposed by Dolz; Noverraz and Schneuwly, will also be exposed, because, in this monograph, a set of activities to be carried out in the classroom is shown, to approach the modality “posts of social media”.