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Advisor(s)
Abstract(s)
Numa era de globalização, de desenvolvimento tecnológico exponencial e de
consumismo exacerbado, a publicidade conquistou o quotidiano das sociedades
modernas e seduziu, também, as nossas crianças.
Subjacente ao paradigma de que o comportamento humano dá respostas
favoráveis a estímulos adequados e apresentados com oportunidade e habilidade
(Caetano et al., 2011), colocamos a hipótese de utilização didática de anúncios
publicitários na aula de Inglês para o desenvolvimento de competências
comunicativas.
Este projeto assentou no aproveitamento do potencial que a publicidade oferece,
tendo em conta, por um lado, a envolvência sedutora que a torna um meio
privilegiado para captar a atenção e veicular informação e, por outro, a prevalência
de palavras em Inglês que nela se observa.
O estudo, de natureza qualitativa, é o resultado de uma investigação-ação, na
qual adotamos uma metodologia baseada num modelo descritivo e interpretativo,
através de métodos qualitativos de recolha de dados e análise de informação, que
teve como participantes crianças do 4.º ano de escolaridade. Desenvolvemos
questionários, como instrumentos de recolha de dados, aplicados a professores e
alunos. Construímos, igualmente, guiões de atividades com sugestões de exploração
da publicidade no ensino da língua.
Comprovamos que a publicidade, aliada ao Inglês, pode ser um valioso recurso no
desenvolvimento e aprendizagem das crianças, pois é um material autêntico,
motivador, atrai a atenção, possibilita o contacto com situações reais, envolve
linguagem verbal e não-verbal e permite a exploração de diferentes temas, o que
contribui, certamente, para a compreensão intercultural, a mobilização de saberes e
o desenvolvimento do espírito crítico.
In a globalization era alongside with exponential technological development and exacerbated consumerism, advertising has engaged the daily life of modern societies and seduced our children. Underlying the paradigm of human behaviour giving favourable responses to appropriate stimuli when presented with opportunity and ability (Caetano et al., 2011), we set the hypothesis of an educational use of advertising in the English class on behalf of the development of communication skills. This project was based on the idea of using the great potential of advertising, taking into account, on the one hand, the seduction that makes it an ideal way to capture the attention and provide information and on the other hand, the prevalence of English words. This qualitative study is the result of an investigation in which we adopted a descriptive and interpretative methodology, through qualitative methods of data collection and analysis of information, which was attended by children of the 4th grade. We developed questionnaires as data collection tools applied to teachers and students and we built activity guides suggesting how teachers can exploit advertising in language teaching. We proved that advertising along with English can be a valuable tool in the development of children in the learning process, because it is an authentic material, motivates, draws the attention, allows the contact with real situations and the study of different themes, involves verbal and non-verbal language, leading to intercultural understanding, mobilization of knowledge and eliciting critical thinking.
In a globalization era alongside with exponential technological development and exacerbated consumerism, advertising has engaged the daily life of modern societies and seduced our children. Underlying the paradigm of human behaviour giving favourable responses to appropriate stimuli when presented with opportunity and ability (Caetano et al., 2011), we set the hypothesis of an educational use of advertising in the English class on behalf of the development of communication skills. This project was based on the idea of using the great potential of advertising, taking into account, on the one hand, the seduction that makes it an ideal way to capture the attention and provide information and on the other hand, the prevalence of English words. This qualitative study is the result of an investigation in which we adopted a descriptive and interpretative methodology, through qualitative methods of data collection and analysis of information, which was attended by children of the 4th grade. We developed questionnaires as data collection tools applied to teachers and students and we built activity guides suggesting how teachers can exploit advertising in language teaching. We proved that advertising along with English can be a valuable tool in the development of children in the learning process, because it is an authentic material, motivates, draws the attention, allows the contact with real situations and the study of different themes, involves verbal and non-verbal language, leading to intercultural understanding, mobilization of knowledge and eliciting critical thinking.
Description
Keywords
English to young learners Inglês no 1.º CEB Publicidade Material autêntico Competência comunicativa English to young learners Advertising Authentic material Communicative competence
Citation
Publisher
Instituto Politécnico do Porto. Escola Superior de Educação