Made available in DSpace on 2016-04-04T18:32:35Z (GMT). No. of bitstreams: 1 DANIELA REGINA DA SILVA.pdf: 2675487 bytes, checksum: a9541e4cae7cb9b645e751f012b452b3 (MD5) Previous issue date: 2007-03-15 / Publicity is an activity that is rooted in history and has become necessary to provide information about ideas, services and products that otherwise would not reach consumers. Advertisers have a lot of scientific knowledge and technical and artistic resources that construct their messages and that in the long run give them a certain power to influence the consumer. That power can be utilized conscientiously to benefit society, but, because of the abuses committed against it, many see it as distrustful. Considering that advertisers ought to be conscious of their social responsibility and have a more ethical practice, an awareness that could be learned through education, this work tries to answer the following problem: how to conciliate humanistic and ethical education with professional education in the field of Social Communication, specifically speaking in Publicity and Advertising? Thus, this work has the objective of investigating whether or not the pedagogical practice of the researcher provides reflections in the sense of educating reflective and ethical professionals faced with questions proper to the area of publicity. The approach adopted for the study is an investigation about the practice itself consisting of the reflective process by means of questioning in the conduction of the plan of educational intervention of the teacher under various views: that of the student, the institution, the director and the researcher herself. The study was done in an institution of higher learning in the State of S?o Paulo, in the Social Communication course where there is a pedagogical experiment that according to its proposal appears to be a good opportunity for the conscious raising of these students and future professionals. The analyses done about teaching practice indicate types of professional conduct in the sense of being ardently desired by the questioning presented, producing valid reflections for contexts of the same nature. This work follows the line of research University, Teaching and Education of Teachers . Key words: Education of teachers, reflective practice, ethical professional education, social communication. / A publicidade ? uma atividade que se engendrou na hist?ria e tornou-se necess?ria para prestar informa??o sobre id?ias, servi?os e produtos, que, de outra maneira, n?o chegariam aos consumidores. O publicit?rio se vale de muitos conhecimentos cient?ficos e recursos t?cnicos e art?sticos para construir suas mensagens, o que lhe acaba conferindo um certo poder de influ?ncia sobre o consumidor. Tal poder pode ser utilizado conscientemente a favor da sociedade, mas, por conta de abusos cometidos contra ela, ? vista com desconfian?a por muitos. Considerando que o publicit?rio deva estar atento para sua responsabilidade social e que tenha uma pr?tica mais ?tica, conscientiza??o que se daria por meio da educa??o, este trabalho busca responder ao seguinte problema: como conciliar a forma??o human?stica e ?tica e a forma??o profissional no campo da Comunica??o Social, mais especificamente da Publicidade e Propaganda? Assim, este trabalho tem por objetivo investigar se a pr?tica pedag?gica da pesquisadora proporciona reflex?es, no sentido da forma??o de profissionais reflexivos e ?ticos, diante de quest?es pr?prias da ?rea da publicidade. A abordagem de pesquisa adotada ? a investiga??o sobre a pr?pria pr?tica que consiste no processo reflexivo por meio de questionamento na condu??o do plano de interven??o educacional do professor sob diversos olhares: o do aluno, da institui??o, do orientador e o da pr?pria pesquisadora. O estudo foi realizado em uma institui??o de ensino superior do interior do estado de S?o Paulo, no curso de Comunica??o Social em que ocorre uma experi?ncia pedag?gica que, pela sua proposta, mostra-se como uma boa oportunidade de conscientiza??o desses alunos e futuros profissionais. As an?lises realizadas sobre a pr?tica docente indicam formas de conduta profissional no sentido almejado pelo questionamento apresentado, produzindo reflex?es v?lidas para contextos de mesma natureza. Este trabalho est? inserido na linha de pesquisa Universidade, Doc?ncia e Forma??o de Professores .