Dêixis de pessoa como estratégia argumentativa em propagandas e publicidades: prática de análise linguística/semiótica no ensino fundamental II

Abstract

This action research focuses on teaching personal deictics in their persuasive function within the genres of advertising and publicity, in the context of the 8th grade of elementary school. The general objective is to analyze the impact of teaching these elements, articulated with the practice of linguistic/semiotic analysis in basic education. Specific objectives include: (i) analyzing the use of personal deictics in advertisements produced by students; and (ii) comparing initial and final productions to verify changes resulting from the didactic action. The research is based on the premise that the practice of linguistic analysis, when made possible through the study of prototypical aspects of the genre (Sigiliano, 2021), facilitates the anchoring of teaching in the real uses of language. Thus, approaching advertising as a text that mobilizes personal deictics as persuasive resources favors the understanding and conscious use of these deictics as an argumentative strategy by students. This work is based on the assumptions of linguistic/semiotic analysis (Geraldi, 1984; Mendonça, 2006, 2007; Acosta Pereira; Rodrigues; Costa-Hübes, 2024), studies of deixis (Fillmore, 1975; Benveniste, 1988; Levinson, 2004; Maalej, 2013) and argumentation (Perelman; Olbrechts-Tyteca, 2005), in addition to engaging with research on the teaching of advertising and publicity (Sousa, 2012, 2017; Silva, 2015; Costa, 2022; Martins, 2023, 2024). Methodologically, this is an action research study (Thiollent, 2008; Chisté, 2016), linked to ProfLetras/UFJF, developed in a public school in Minas Gerais. The didactic action involved the elaboration and application of a pedagogical notebook with activities of textual analysis and production, culminating in the creation of an advertising campaign on the theme "Valuing the school context: motivation for a transformative future". The data from the initial and final production of the advertisements created by the students were compared in order to analyze the recognition of the function of deictics in this textual genre. The results show significant advances in the use of this element in the final productions, indicating greater awareness of its persuasive potential, as well as the expansion of linguistic, epilinguistic, and metalinguistic knowledge. Furthermore, the strengthening of reflective reading and text production practices in real-life situations is observed, thus aligning with the proposed objectives.