A persuasão na publicidade a partir da análise da construção do ethos : uma experiência no ensino fundamental

Abstract

With this research, we aim to present and discuss the need for a teaching-learning pedagogy that values the student's critical-argumentative training, based on working with the advertising genre in Portuguese language classes and the consequent objective of doing it be recognized as a persuasive text, through the analysis of the construction of the ethos in the discourse. Within the scope of this proposal, discussions are presented regarding the importance of working with textual genres, in the perspective of Marcuschi (2008), the persuasive nature of the advertisement, as well as its important presence in the classroom, from Cuarelli and Malheiros (2014), Ferreguet (2009) and Carvalho (2014). In order to discuss aspects of rhetoric and argumentation, the contributions of Perelman and Tyteca (2005; 2014), Aristotle (2011), Ferreira (2017), Amossy (2018), Fiorin (2018), and Eggs (2018) are mentioned. After the theoretical path, we present the methodology, structured in the type of action research (TRIPP, 2005), of a participatory-interventional character, composed of activities organized in the format of didactic sequence (DOLZ; NOVERRAZ; SCHENEUWLY, 2004), which were applied in the 9th year of elementary school, in five stages, developed over 10 weeks. The steps included the reading, comprehension and production practices of the advertising text. Soon after, we proceeded with presentation, analysis and reflection of the data. The analyzed results reiterate the importance of continuing the practice, in view of the reflexes of the action on the students' critical potential. We hope, with the proposal, to collaborate for the development of the autonomy of the people in the scope of their social practices.