Processo de recategorização e construção de sentidos do gênero anúncio publicitário

Abstract

The object of study of this work is the recategorization as strategy for the construction of senses of the advertising genre. We consider, in this research, a broader notion of the phenomenon of recategorization, which can be observed beyond the referential expressions, also contemplating the imagery semiosis. From this perspective, we adopted the concept of sociocognitivist basic text, as we consider the multiple factors that constitute to the construction of meaning. Thus, the general objective of this work is to investigate the approach of the recategorization process in the construction of meanings of the commercial advertising genre, in light of the sociocognitive conception of the text. Thus, we assume that verbal and imaginary languages can perform the same functions with respect to the process of referencing in the construction of meanings of the text, particularly with regard to the recategorization process. In this context, we have chosen as theoretical foundations prospects of sociocognitivismo (KOCH; CUNHA-LIMA, 2005) and referencing (MONDADA; DUBOIS, 2003; CAVALCANTE, 2013). Within the latter, the study of the recategorization process (APOTHÉLOZ; REICHLER-BÉGUELIN, 1995; LIMA, 2009; CUSTÓDIO FILHO, 2011) is set up, where our work focus converges directly. According to methodology, this research is characterized as field research, descriptive character and qualitative approach. Thus, we star from the description of the approach of the process of reference in the textbook adopted and an empirical investigation carried out with students of the 9th year of elementary school through a diagnostic activity. The analysis of the data collected in this activity revealed a low student reading performance in relation to reading and constructing meanings of the multimodal text. Thus, we start with an empirical investigation carried out with students of the 9th year of primary education through diagnostic activity. Thus, from the analysis of the results gathered in this activity, we chose categories in order to elaborate a proposal of teaching that intends to soften the difficulties in the construction of senses of the advertising genre, observing the multimodality and the sociocognitive nature of the referents as necessary aspect to the construction of senses of this textual genre. This proposal should be seen as a suggestion of intervention that aims to increase the reading performance of students of the 9th grade of elementary school in working with the advertising genre.