A abordagem da propaganda pelo livro didático: uma contribuição para o desenvolvimento de cultura e criticidade no ensino de língua inglesa?

Abstract

Advertising is increasingly present in the daily lives of people, in the most varied spheres of human activity, in Brazil and abroad, in different languages and through the evolution of the most diverse media such as billboards, TV commercials, radio, magazines, Internet, brochures, mobile apps and tablets. Reflecting on this fact, it is believed that this genre can make a great contribution to the critical and cultural development of those involved in the teaching-learning process of various disciplines, including language teaching. Thus, this dissertation aims to identify if the collection "Way to go!" approaches the advertising genre, to get to know how the genre is used in this collection in order to observe if the proposed activities in it promote the cultural and critical development of the students and analyze what the exercises with advertising are and could be like in order to provide greater enrichment of activities that contribute to this development in the English language classes. This study is based on Sociodiscursive Interactionism (BRONCKART, 2012), which seeks to understand and consider human actions in their discursive and social aspects, on the concept of language capabilities by the scholars Dolz, Pasquier and Bronckart (1993), amplified in Brazil by Cristovão and Stutz (2011), on the verbal-visual literacy proposed by Brait (2009) and on the concept of argumentative sequence by Bronckart (2012). The analysis material of this study is "Way to go!", 1st ed. and first printing, by Ática Publishing Company, SP, 2014, by authors Kátia Cristina do Amaral Tavares and Claudio de Paiva Franco. It was approved by the National Program of Text Books – NPTB for the triennium 2015, 2016 and 2017. This study focused on the three books that make up this High School collection that passed the evaluation of the Basic Education Secretariat and was acquired and distributed by the Ministry of Education by means of the National Fund for the Development of Education - NFDE. The employed methodological procedure was carried out by means of both the recognition of the images in the books in order to identify if the advertising genre is approached by the collection and the qualitative-interpretative analyses central to the study. Among the results identified by the analyses, it is possible to say that the TBs approach the advertising genre, but it does not appear in them frequently and the proposed activities with the advertisements do not promote culture and criticity comprehensively. The potential of working with advertising in TBs has also been shown departing from the language capabilities and argumentative sequence identified in the ads in order to thus help to develop the students even more, preparing them to better understand not only the English language, through vocabulary, grammar, etc., but also making them better understand the advertising genre and consequently other messages around them. It is expected that this work can contribute to the formation of culturally richer and more critical citizens, since advertising is a "very powerful instrument of action" (SAMPAIO 2003, p. 24), and it is understood that it has the potential to significantly contribute to the critical and cultural development of students. Therefore, it can neither be ignored nor stay out of classroom activities.