O uso da propaganda impressa: contribuições para a formação de leitores críticos

Abstract

The present study aimed to understand how the discursive genre of print advertising could contribute to the reading process of students in the early elementary school. For this reason, we used the specific objectives to: search the contents that underlie our research,starting from the conceptions of reading, critical reading, going through the discursive genre and the object of this study, the printed advertising; identify what are the reading and comprehension difficulties of the students based on the application of the diagnostic activity; hold a reading workshop with the print advertising genre in order to contribute to the development of critical readers; and also make a comparative analysis between the results and the limits identified in the reading workshops with the use of discursive genre of printed advertising. About the research methodology, the qualitative method was prioritized with the use of participant observation tools, yarning circles and reading workshops. The study was conducted with 5th grade students, and the choice of participants and locus were made through interviews developed during the Supervised Internship of Elementary School. We aimed to discuss the theoretical foundation on reading from the following authors, Kleiman (2000), Solé (1998), Koch (2001; 2014). The reading formation and critical reading from Freire (1998), Geraldi (2001), and others. To support the concept of discursive genre in Bakhtin (1997), print advertising in Garcia (1982), Melo (2006) and Consoli (2008), the BNCC (2017) was an official document in all the theoretical basis of this research. Through the interventions with the reading worshps, we found that the results of this research point positively to the contribution of print advertising in the formation of critical readers, by providing in the development of reading skills, how to critically reflect on the reliability of information, identify the explicit, implicit and the meaning effects of the text, analyze the circulation of discursive genres in different fields of daily activity, as their uses and functions, as well as infer the information given to the construction of meanings so that the process of teaching and learning reading become meaningful to your life.