Propostas de letramento e reflexões teórico-práticas acerca da propaganda/campanha "Leia para uma criança" /Proposal for literacy and theoretical reflections-pratices about advertising/campaign: "Read to a child"

• Main Author: Sousa, Rosielson Soares de
• Publication Date: 2016
• Other Authors: Rodrigues, Érica de Cássia Maia Ferreira
• Format: Article
• Language: por
• Source: Ensino em Revista
• Download full: https://seer.ufu.br/index.php/emrevista/article/view/34463
• topic: Letramento; Leitura; Criança; Eventos de letramento; Literacy; Reading; Child; Literacy events

Children, social subjects, are crossed by literacy in their daily lives. Thus, the present study aimed to reflect the practice of mediatic literacy through the campaign “Read to a child #issomudaomundo” Banco Itaú. The corpus of analysis consists of five (5) commercials aired during the campaign in 2013 in the series “Itaú Child‘. Data were collected by the internet - through Youtube, and the Bank’s own site. The corpus was analyzed as a qualitative study under theinterpretive paradigm. This study was funded by the theories of literacy and by pro- positions resulting of the French Discourse Analysis (FRA) anchored in the ideas of Orlandi (2005, 2007); Matencio (1995), Mortatti (2004), Rojo (1995, 2009), Kleiman (1995), among others. The study re- veals a possibility to understand the literacy events and their contribution to the training of competent readers.