Publicidade e Transgressão de Gêneros

Abstract

This work presents a proposal of reading practice to be developed with students of the 8th year of elementary school in Portuguese language classes. With the aim of bringing a more dynamic and productive methodology so as to improve students’ reading skills and, above all, to make classes more interesting and participatory, we propose a teaching unit on discourse genres. In this sense, we have chose to work with the genre advertisement, since it is very present in our students’ daily lives and has a strong influence on them. In addition, because they are more flexible, they capture other genres (transgression/intergenericity), enabling students to learn more about the different genres they encounter every day. This work is theoretically based on studies by authors such as Bakhtin (2016), Maingueneau (1993, 2001, 2004), Marcuschi (2008, 2010) and Lara (2005, 2009, 2010), among others. The proposal to work with advertisements also allows a reflection on the ideology present in them, leading the students to understand the manipulation, often veiled, that advertisements use to convince the consumer to purchase a certain product. The methodology related to the teaching unit consists of the discussion of the studied notions – particularly those of discourse genres and transgression –, followed by the work with four transgressed advertisements, which, we hope, will contribute to increase students’ knowledge about different genres that circulate socially and dialogue with advertisements and also to make them more aware and critical of the messages they receive.