Uma (re) leitura de textos publicitários multimodais em outdoor a partir da gramática do design visual
Autor(a) principal: | |
---|---|
Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFS |
Texto Completo: | http://ri.ufs.br/jspui/handle/riufs/11922 |
Resumo: | This work brings as object of research the study of the interactional metafunction in multimodal advertising texts in outdoors. While it has as main objective to show how the Grammar of Visual Design (GVD) (Kress; van Leeuwen, 2006) can contribute to the Portuguese Language teaching, in what refers to the study of the discursive elements of visual representation in a multiletration perspective, from the analysis of Multimodal Advertising Texts. This is because, according to Kess and van Leeuwen (2006), it is of fundamental importance to create a method of analysis to study the semiotic resources of multimodal texts – constituted by different codes, in this case, the verbal and the visual – to the preparation of the GVD. In this context, the Pedagogy of Multiletrations (New London Group, 1996), corroborates with the proposal of the GVD in the sense that, according to Rojo, it is necessary to work the multiple literatures, not just the verbal one, because multimodality refers to the approach of a semiotic system, from which communication and the representations of meanings take into account the use of varied resources – the image, video, audio etc. The need for this research emerges from the worrying scenario of basic education pointed out by the National Institute of Educational Studies and Research (Inep) in 2015, whose students had low results, in addition to data from the International Student Assessment Program (Pisa) of the same year, which shows a drop in reading position according to the world ranking – 59th position from a total of 70 countries surveyed. In addition, we can observe that with the access of the students to the new technologies, these are exposed more and more to multimodal advertising texts. However, the school context often assigns little relevance to the systematic study of multimodal texts. In this perspective, in the light of the authors’ conceptions, this proposal used as a methodology the theoretical research, through bibliographic studies, the observation, the application of questionnaires, as well as the accomplishment of five workshops that include activities of reading and interpretation of advertising texts. After the workshops, the results were analyzed and interpreted qualitatively, from the perspective of a case study, evidencing that the present study contributes to the improvement of the Portuguese Language teachers’ performance in relation to pedagogical posture and students reading practices from a multiletration perspective, bringing as final product a Pedagogical Notebook that can be consulted by managers, coordinators, teachers, students and researchers in the Language and Linguistics areas. |
id |
UFS-2_a6f23851fd05fa67775e130bc01900bb |
---|---|
oai_identifier_str |
oai:ufs.br:riufs/11922 |
network_acronym_str |
UFS-2 |
network_name_str |
Repositório Institucional da UFS |
repository_id_str |
|
spelling |
Carregosa, Sebastião AndradeOliveira, Derli Machado de2019-09-11T14:29:15Z2019-09-11T14:29:15Z2019-03-29CARREGOSA, Sebastião Andrade. Uma (re) leitura de textos publicitários multimodais em outdoor a partir da gramática do design visual. 2019. 172 f. Dissertação (Mestrado Profissional em Letras) - Universidade Federal de Sergipe, Itabaiana, SE, 2019.http://ri.ufs.br/jspui/handle/riufs/11922This work brings as object of research the study of the interactional metafunction in multimodal advertising texts in outdoors. While it has as main objective to show how the Grammar of Visual Design (GVD) (Kress; van Leeuwen, 2006) can contribute to the Portuguese Language teaching, in what refers to the study of the discursive elements of visual representation in a multiletration perspective, from the analysis of Multimodal Advertising Texts. This is because, according to Kess and van Leeuwen (2006), it is of fundamental importance to create a method of analysis to study the semiotic resources of multimodal texts – constituted by different codes, in this case, the verbal and the visual – to the preparation of the GVD. In this context, the Pedagogy of Multiletrations (New London Group, 1996), corroborates with the proposal of the GVD in the sense that, according to Rojo, it is necessary to work the multiple literatures, not just the verbal one, because multimodality refers to the approach of a semiotic system, from which communication and the representations of meanings take into account the use of varied resources – the image, video, audio etc. The need for this research emerges from the worrying scenario of basic education pointed out by the National Institute of Educational Studies and Research (Inep) in 2015, whose students had low results, in addition to data from the International Student Assessment Program (Pisa) of the same year, which shows a drop in reading position according to the world ranking – 59th position from a total of 70 countries surveyed. In addition, we can observe that with the access of the students to the new technologies, these are exposed more and more to multimodal advertising texts. However, the school context often assigns little relevance to the systematic study of multimodal texts. In this perspective, in the light of the authors’ conceptions, this proposal used as a methodology the theoretical research, through bibliographic studies, the observation, the application of questionnaires, as well as the accomplishment of five workshops that include activities of reading and interpretation of advertising texts. After the workshops, the results were analyzed and interpreted qualitatively, from the perspective of a case study, evidencing that the present study contributes to the improvement of the Portuguese Language teachers’ performance in relation to pedagogical posture and students reading practices from a multiletration perspective, bringing as final product a Pedagogical Notebook that can be consulted by managers, coordinators, teachers, students and researchers in the Language and Linguistics areas.O presente trabalho traz como objeto de pesquisa o estudo da metafunção interacional nos textos publicitários multimodais em outdoor. Ao passo que tem como principal objetivo evidenciar como a Gramática do Design Visual (GDV) (Kress; van Leeuwen, 2006) pode contribuir para o ensino de Língua Portuguesa, no que se refere ao estudo dos elementos discursivos da representação visual numa perspectiva dos multiletramentos, a partir da análise de Textos Publicitários Multimodais. Isto porque, conforme Kess e van Leeuwen (2006), é de fundamental importância que se crie um método de análise para estudar os recursos semióticos dos textos multimodais – constituídos por diferentes códigos, neste caso, o verbal e o visual – o que os levou à elaboração da GDV. Neste contexto, a Pedagogia dos Multiletramentos (Grupo de Nova Londres, 1996), corrobora com a proposta da GDV no sentido de que segundo Rojo, faz-se necessário trabalhar os múltiplos letramentos, não apenas o verbal, pois a multimodalidade designa a abordagem de um sistema semiótico, a partir do qual a comunicação e as representações de significados levam em conta a utilização de variados recursos - a imagem, o vídeo, o áudio etc. A necessidade desta pesquisa emerge do cenário preocupante da educação básica apontado pelo Instituto Nacional de Estudos e Pesquisas Educacionais (Inep) em 2015, cujos alunos tiveram baixos resultados, além dos dados do Programa Internacional de Avaliação de Estudantes (Pisa) do mesmo ano, que mostra uma queda de posição na leitura segundo o ranking mundial - 59ª posição de um total de 70 países pesquisados. Ademais, observamos que com o acesso dos alunos às novas tecnologias, esses são expostos cada vez mais a textos publicitários multimodais. Porém, o contexto escolar muitas vezes atribui pouca relevância ao estudo sistemático de textos multimodais. Nesta perspectiva, à luz das concepções dos referidos autores, esta proposta utilizou como metodologia a pesquisa teórica, por meio de estudos bibliográficos, a observação, a aplicação de questionários, bem como a realização de cinco oficinas que contemplam atividades de leitura e interpretação de textos publicitários. Após a realização das oficinas, os resultados foram analisados e interpretados qualitativamente, sob o prisma de um estudo de caso, evidenciando-se que o presente estudo, contribui para a melhoria da atuação dos professores de Língua Portuguesa em relação à postura pedagógica e para as práticas de leitura dos estudantes numa perspectiva dos multiletramentos, trazendo como produto final um Caderno Pedagógico que pode ser consultado por gestores, coordenadores, professores, estudantes e pesquisadores das áreas de Linguagens e Linguística.Itabaiana, SEporMultiletramentosGramática do design visualPublicidadeOutdoorsLíngua portuguesaTextualidadeLeituraMultimodalidadeMultiletrationsVisual design grammarAdvertisingOutdoorsLINGUISTICA, LETRAS E ARTES::LETRASUma (re) leitura de textos publicitários multimodais em outdoor a partir da gramática do design visualinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisPós-Graduação Profissional em LetrasUFSreponame:Repositório Institucional da UFSinstname:Universidade Federal de Sergipe (UFS)instacron:UFSinfo:eu-repo/semantics/openAccessTEXTSEBASTIÂO_ANDRADE_CARREGOSA.pdf.txtSEBASTIÂO_ANDRADE_CARREGOSA.pdf.txtExtracted texttext/plain227205https://ri.ufs.br/jspui/bitstream/riufs/11922/3/SEBASTI%c3%82O_ANDRADE_CARREGOSA.pdf.txtef1e6e836756003cf6d38e1cc796ee9fMD53THUMBNAILSEBASTIÂO_ANDRADE_CARREGOSA.pdf.jpgSEBASTIÂO_ANDRADE_CARREGOSA.pdf.jpgGenerated Thumbnailimage/jpeg1279https://ri.ufs.br/jspui/bitstream/riufs/11922/4/SEBASTI%c3%82O_ANDRADE_CARREGOSA.pdf.jpg3a8e4e178deae2e540d607bff0d3ceddMD54LICENSElicense.txtlicense.txttext/plain; charset=utf-81475https://ri.ufs.br/jspui/bitstream/riufs/11922/1/license.txt098cbbf65c2c15e1fb2e49c5d306a44cMD51ORIGINALSEBASTIÂO_ANDRADE_CARREGOSA.pdfSEBASTIÂO_ANDRADE_CARREGOSA.pdfapplication/pdf2752242https://ri.ufs.br/jspui/bitstream/riufs/11922/2/SEBASTI%c3%82O_ANDRADE_CARREGOSA.pdf32e8d19506a0b73855f03f7ad432829aMD52riufs/119222019-09-11 11:29:15.397oai:ufs.br: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Repositório InstitucionalPUBhttps://ri.ufs.br/oai/requestrepositorio@academico.ufs.bropendoar:2019-09-11T14:29:15Repositório Institucional da UFS - Universidade Federal de Sergipe (UFS)false |
dc.title.pt_BR.fl_str_mv |
Uma (re) leitura de textos publicitários multimodais em outdoor a partir da gramática do design visual |
title |
Uma (re) leitura de textos publicitários multimodais em outdoor a partir da gramática do design visual |
spellingShingle |
Uma (re) leitura de textos publicitários multimodais em outdoor a partir da gramática do design visual Carregosa, Sebastião Andrade Multiletramentos Gramática do design visual Publicidade Outdoors Língua portuguesa Textualidade Leitura Multimodalidade Multiletrations Visual design grammar Advertising Outdoors LINGUISTICA, LETRAS E ARTES::LETRAS |
title_short |
Uma (re) leitura de textos publicitários multimodais em outdoor a partir da gramática do design visual |
title_full |
Uma (re) leitura de textos publicitários multimodais em outdoor a partir da gramática do design visual |
title_fullStr |
Uma (re) leitura de textos publicitários multimodais em outdoor a partir da gramática do design visual |
title_full_unstemmed |
Uma (re) leitura de textos publicitários multimodais em outdoor a partir da gramática do design visual |
title_sort |
Uma (re) leitura de textos publicitários multimodais em outdoor a partir da gramática do design visual |
author |
Carregosa, Sebastião Andrade |
author_facet |
Carregosa, Sebastião Andrade |
author_role |
author |
dc.contributor.author.fl_str_mv |
Carregosa, Sebastião Andrade |
dc.contributor.advisor1.fl_str_mv |
Oliveira, Derli Machado de |
contributor_str_mv |
Oliveira, Derli Machado de |
dc.subject.por.fl_str_mv |
Multiletramentos Gramática do design visual Publicidade Outdoors Língua portuguesa Textualidade Leitura Multimodalidade |
topic |
Multiletramentos Gramática do design visual Publicidade Outdoors Língua portuguesa Textualidade Leitura Multimodalidade Multiletrations Visual design grammar Advertising Outdoors LINGUISTICA, LETRAS E ARTES::LETRAS |
dc.subject.eng.fl_str_mv |
Multiletrations Visual design grammar Advertising Outdoors |
dc.subject.cnpq.fl_str_mv |
LINGUISTICA, LETRAS E ARTES::LETRAS |
description |
This work brings as object of research the study of the interactional metafunction in multimodal advertising texts in outdoors. While it has as main objective to show how the Grammar of Visual Design (GVD) (Kress; van Leeuwen, 2006) can contribute to the Portuguese Language teaching, in what refers to the study of the discursive elements of visual representation in a multiletration perspective, from the analysis of Multimodal Advertising Texts. This is because, according to Kess and van Leeuwen (2006), it is of fundamental importance to create a method of analysis to study the semiotic resources of multimodal texts – constituted by different codes, in this case, the verbal and the visual – to the preparation of the GVD. In this context, the Pedagogy of Multiletrations (New London Group, 1996), corroborates with the proposal of the GVD in the sense that, according to Rojo, it is necessary to work the multiple literatures, not just the verbal one, because multimodality refers to the approach of a semiotic system, from which communication and the representations of meanings take into account the use of varied resources – the image, video, audio etc. The need for this research emerges from the worrying scenario of basic education pointed out by the National Institute of Educational Studies and Research (Inep) in 2015, whose students had low results, in addition to data from the International Student Assessment Program (Pisa) of the same year, which shows a drop in reading position according to the world ranking – 59th position from a total of 70 countries surveyed. In addition, we can observe that with the access of the students to the new technologies, these are exposed more and more to multimodal advertising texts. However, the school context often assigns little relevance to the systematic study of multimodal texts. In this perspective, in the light of the authors’ conceptions, this proposal used as a methodology the theoretical research, through bibliographic studies, the observation, the application of questionnaires, as well as the accomplishment of five workshops that include activities of reading and interpretation of advertising texts. After the workshops, the results were analyzed and interpreted qualitatively, from the perspective of a case study, evidencing that the present study contributes to the improvement of the Portuguese Language teachers’ performance in relation to pedagogical posture and students reading practices from a multiletration perspective, bringing as final product a Pedagogical Notebook that can be consulted by managers, coordinators, teachers, students and researchers in the Language and Linguistics areas. |
publishDate |
2019 |
dc.date.accessioned.fl_str_mv |
2019-09-11T14:29:15Z |
dc.date.available.fl_str_mv |
2019-09-11T14:29:15Z |
dc.date.issued.fl_str_mv |
2019-03-29 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
CARREGOSA, Sebastião Andrade. Uma (re) leitura de textos publicitários multimodais em outdoor a partir da gramática do design visual. 2019. 172 f. Dissertação (Mestrado Profissional em Letras) - Universidade Federal de Sergipe, Itabaiana, SE, 2019. |
dc.identifier.uri.fl_str_mv |
http://ri.ufs.br/jspui/handle/riufs/11922 |
identifier_str_mv |
CARREGOSA, Sebastião Andrade. Uma (re) leitura de textos publicitários multimodais em outdoor a partir da gramática do design visual. 2019. 172 f. Dissertação (Mestrado Profissional em Letras) - Universidade Federal de Sergipe, Itabaiana, SE, 2019. |
url |
http://ri.ufs.br/jspui/handle/riufs/11922 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.publisher.program.fl_str_mv |
Pós-Graduação Profissional em Letras |
dc.publisher.initials.fl_str_mv |
UFS |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional da UFS instname:Universidade Federal de Sergipe (UFS) instacron:UFS |
instname_str |
Universidade Federal de Sergipe (UFS) |
instacron_str |
UFS |
institution |
UFS |
reponame_str |
Repositório Institucional da UFS |
collection |
Repositório Institucional da UFS |
bitstream.url.fl_str_mv |
https://ri.ufs.br/jspui/bitstream/riufs/11922/3/SEBASTI%c3%82O_ANDRADE_CARREGOSA.pdf.txt https://ri.ufs.br/jspui/bitstream/riufs/11922/4/SEBASTI%c3%82O_ANDRADE_CARREGOSA.pdf.jpg https://ri.ufs.br/jspui/bitstream/riufs/11922/1/license.txt https://ri.ufs.br/jspui/bitstream/riufs/11922/2/SEBASTI%c3%82O_ANDRADE_CARREGOSA.pdf |
bitstream.checksum.fl_str_mv |
ef1e6e836756003cf6d38e1cc796ee9f 3a8e4e178deae2e540d607bff0d3cedd 098cbbf65c2c15e1fb2e49c5d306a44c 32e8d19506a0b73855f03f7ad432829a |
bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 MD5 |
repository.name.fl_str_mv |
Repositório Institucional da UFS - Universidade Federal de Sergipe (UFS) |
repository.mail.fl_str_mv |
repositorio@academico.ufs.br |
_version_ |
1799759338724655104 |