TEXTUAL GENRE ADVERTISING: A MULTIMODAL STUDY PROPOSAL

Abstract

The advertisement, according to the PCN (1998) is a multimodal textual genre, which presents elements that allow different readings and interpretations, in view of its peculiarities of being marked with visual elements: colors, drawings, formats, wordplay. contributing to a multimodal scenario. The study presented here is a study proposal developed in the Professional Master's Program-Profletras, in a public elementary school, in order to analyze the textual genre advertisement, as a multimodal genre, and to understand its importance in the teaching of reading and learning Portuguese. The option for this genre is justified by the fact that it is present in the daily lives of subjects in all social environments and in the most diverse communication vehicles, from a television screen to street signs, commercial stores, in folders, billboards, among others. The study used the action research methodology, involving students from the 7th year of Elementary School, from a municipal public school in the light of theoretical studies of textual linguistics such as: Kleiman (2016), Rojo (2012), Marcuschi (2008) between others. The studies pointed to the need to develop reading activities through this genre, among other multimodal ones, to expand reading competence.