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Previous issue date: 2012-12-10 / Advertising text has been a subject of many investigations, because of its multimodal
universe. Embodied by a linguistic and discursive materiality laying on scene
persuasion, argumentation and power imagery of multissemiotics elements, the
advertising text acts as an instrument of power, creating and destroying, promising and
denying (CARVALHO, 2007). Advertising not only invites us to act for it, but directs
us to look at it. It was under this moving look - of charm and interrogations - that
discussions raised in this research were born. Investigations are directed to the school
environment, in special, for the discursive advertising domain in Portuguese Language
Textbook. It is from this environment that was born our research whose main objective
is to analyze how does the didactic transposition of textual genres, described by
Marcuschi (2008) as belonging to the "advertising" discourse domain (focusing on
advertising genre) in didactic books teaching Portuguese Language before and after the
advent of the PCN. Textbooks taken as reference for the study are historically situated
in the 90s of the twentieth century and 10 century. Such books refer to elected 7th and
8th grades, currently corresponding to the 8th and 9th grades of elementary school. The
choice is justified by the fact that in these Textbook teaching series the presence of
advertising domain is recurrent and "didactized". In addition, we are also concerned in
analyzing books that circulated around us and our regional reality. Hence, we elected
books that were used by two public high schools: Municipal School Clementina Ana da
Concei??o in Ja?an? city in the Rio Grande do Norte state, State School for Elementary
and High school Carlota Barreira in Areia city, Para?ba state. In our research the
following categories of analysis were highlighted: (1) presence of advertising in DB, (2)
fluctuation terminology: concepts and classifications; (3) The complexity of concepts
facilitation, (4) what they propagate, and from which nature are the explored
advertisements. From our analysis, we observe how the treatment of textual
"advertising" genres have been inserted into Textbooks, and how occurs, in general,
their didactic transposition. Focusing on the issue of fluctuating terminology, we noted
the difficulty in drawing boundaries between the genres of advertising domain in the
Textbooks. However, this also would result in the complexity - in the field of scientific
knowledge - of delimiting genres of the same domain. To accomplish our studies, it was
required a thorough and systematic dialogue with theories regarding the concept of
"Didactic Transposition", due to the theoretical Chevallard Yves (1991), research on the
textual genres - Bezerra (2005), Marcuschi (2008), Bazerman (2005), Swales (2004),
among others - and studies involving the field of "Advertising" - Sandmann (2002),
Carvalho (2007) and others / O texto publicit?rio tem sido objeto de muitas investiga??es, dado o seu universo
multimodal que lhe constitui. Consubstanciado por meio de uma materialidade
lingu?stica e discursiva que coloca em cena a persuas?o, a argumenta??o e a pot?ncia
imag?tica de elementos multissemi?ticos, o texto publicit?rio atua como instrumento de
poder, criando e destruindo, prometendo e negando (CARVALHO, 2007). A
publicidade n?o s? nos convida a agir por ela, mas nos direciona a olhar para ela. Foi
sob esse movimento de olhar de encanto e de interroga??es que nasceram as
discuss?es levantadas nesta pesquisa. As investiga??es s?o direcionadas para o espa?o
escolar, em especial, para os g?neros do dom?nio discursivo publicit?rio no Livro
Did?tico de L?ngua Portuguesa (LDP). ? a partir desse ambiente que nasceu nossa
pesquisa, cujo objetivo central ? analisar como se realiza a transposi??o did?tica dos
g?neros textuais, descritos por Marcuschi (2008) como pertencentes ao dom?nio
discursivo publicit?rio (centrando-se no g?nero propaganda), em livros did?ticos de
ensino de L?ngua Portuguesa antes e depois do advento dos PCN. Os livros did?ticos
(LD) tomados como refer?ncia para o estudo situam-se, historicamente, nos anos 90 do
s?culo XX e 10 do s?culo XXI. Tais livros eleitos referem-se ?s 7? e 8? s?ries,
atualmente correspondentes aos 8? e 9? anos do ensino fundamental. A escolha se
justifica pelo fato de ser nos LDP dessas s?ries de ensino que a presen?a do dom?nio
publicit?rio ? recorrente e didatizado . Al?m desse recorte, ocupamo-nos em analisar
livros que circularam pr?ximo de n?s e de nossa realidade regional. Da?, elegermos
livros que foram utilizados por duas escolas de ensino p?blico: Escola Municipal Ana
Clementina da Concei??o (EMACC) do Munic?pio da cidade de Ja?an?, no Estado do
Rio Grande do Norte; Escola Estadual de Ensino Fundamental e M?dio Carlota Barreira
(EEFMCB) da cidade de Areia, Estado da Para?ba. Foram destaques, em nossa
investiga??o, as seguintes categorias de an?lise: (1) Presen?a da propaganda nos LD; (2)
Flutua??o terminol?gica: conceitos e nomenclaturas; (3) A complexidade da facilita??o
de conceitos; (4) A natureza das propagandas: o que propagam. A partir de nossa
an?lise, observamos como o tratamento dos g?neros textuais publicit?rios vem sendo
inserido no LD e como ocorre, de modo geral, sua transposi??o did?tica. Centrando-se
na quest?o da flutua??o terminol?gica, observamos a dificuldade dos autores dos LD em
tra?ar limites entre os g?neros do dom?nio publicit?rio no LD. Todavia, isto poderia ter
como consequ?ncia, tamb?m, a complexidade que h? no campo do saber cient?fico -em delimitar g?neros de um mesmo dom?nio. Para efetivar nossos estudos, foi
necess?rio um di?logo profundo e sistem?tico com teorias relativas ao conceito de
Transposi??o Did?tica , do te?rico Yves Chevallard (1991), pesquisas sobre os
g?neros textuais Bezerra (2005), Marcuschi (2008), Bazerman (2005), Swales (2004),
dentre outros e estudos que envolvem o campo da Publicidade e Propaganda -Sandmann (2002), Carvalho (2007) e outros
| Identifer | oai:union.ndltd.org:IBICT/oai:repositorio.ufrn.br:123456789/16254 |
| Date | 10 December 2012 |
| Creators | Lima, Sandra Maria Alves de |
| Contributors | CPF:93098898453, http://lattes.cnpq.br/6169626776821393, Felipeto, Sonia Cistina Sim?ies, CPF:86911384915, Oliveira, Maria do Socorro, CPF:07106335487, http://lattes.cnpq.br/6720657795281498, Lima, Maria Hozanete Alves de |
| Publisher | Universidade Federal do Rio Grande do Norte, Programa de P?s-Gradua??o em Estudos da Linguagem, UFRN, BR, Lingu?stica Aplicada; Literatura Comparada |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Repositório Institucional da UFRN, instname:Universidade Federal do Rio Grande do Norte, instacron:UFRN |
| Rights | info:eu-repo/semantics/openAccess |
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