A organização da interação professor-aluno em sala de aula: turnos e o par pergunta-resposta

Este trabalho tem como foco principal a interação em sala de aula, especificando aspectos da organização linguístico-discursiva, na produção conjunta da fala da professora e dos alunos, materializada em turnos, ressaltando o par pergunta-resposta na aula de Língua Portuguesa. Para alcançarmos esse objetivo, inspiramo-nos em alguns trabalhos acerca da organização da interação que adotaram a perspectiva dos estudos interacionais e a abordagem etnográfica, a fim de explicitar o conhecimento nos espaços de ensino e aprendizagem. Entre eles, citamos as pesquisas de Galvão (1996, 2004) e de Matêncio (2001). Nessa direção, descrevemos o processo de interação em sala de aula em uma escola pública, analisando e interpretando as ações de linguagem realizadas pela professora e pelos alunos. Teoricamente, embasamo-nos, principalmente, na Análise da Conversação, ancorando-nos no estudo pioneiro de Sacks, Schegloff e Jefferson ([1974] 2003); nos postulados de Marcuschi ([1986] 2007a); nas pesquisas de Kerbrat-Orecchioni (2006), dentre outros. Explicitamos uma tipologia de perguntas e respostas em sala de aula, quanto à sua forma e função, conforme os postulados teóricos de Stubbs (1987), Araújo (2003), Fávero, Andrade e Aquino (2006), Silva (2006) e Koshik (2010). Analisamos a organização da tomada de turno, seguida de uma investigação sobre perguntas e respostas no discurso desenvolvido face a face. Na tentativa de compreendermos o cotidiano dos envolvidos no cenário de sala de aula, adotamos a abordagem etnográfica e o método indutivo, nas perspectivas de André (2010) e Chizzotti (2006). Os dados foram gerados através de pesquisa de campo, por meio de gravações (em áudio) de aulas de Língua Portuguesa, posteriormente transcritas e transformadas no corpus de pesquisa. As análises demonstraram que a interação entre professora e alunos organizou-se em trocas de turnos, na maioria das vezes, controladas pela professora, evidenciando-se uma relação de assimetria entre os participantes. Esses turnos concretizados, geralmente, no par adjacente pergunta-resposta revelaram como a construção do conhecimento se realiza em sala de aula. Por fim, observamos que a interação em sala de aula de Língua Portuguesa é organizada por aspectos sociais e pedagógicos intrinsecamente imbricados

A escrita do texto acadêmico na graduação: modos de utilização de conceitos teóricos de uma área de conhecimento

In this study we have developed a discussion about academic text production in the undergraduate course of Literature and Languages. Specifically, we are going to analyze the monographic text writing in order to verify the meaning effects created from the ways of showing other s discourses that constitute a written production. As a means to do that, we are going to answer the following question: How does a young researcher make use of a theory in order to be part of a particular scientific community? We aim to: 1) analyze the linguistic resources, like quotations and signs of cohesion that demonstrate the other s voice presence in academic writing; 2) observe the meaning effects produced through the ways that the one who writes shows the other s voice in the written text. Firstly, we have selected 23 (twentythree) monographs produced in the last five years by students from a Literature and Languages undergraduate course in a determined public university. However, in this study, we have analyzed just 02 (two) different monographic texts. To develop such an investigation, we have inquired Kuhn s concept of science, which shows the existence of different meanings of science production in the course of the centuries. It allows us to define academic writing as science production that develops and contributes to knowledge production. With the purpose of restricting the meaning of writing conception, we have relied on Coracini, who assumes that all writing production is the registration of the self, in other words, writing comes from the subject s intervention, it is to say that only an imposition of the self guarantees the subject as author of what he writes. We have as theoretical basis the following concepts: 1-) Authier-Revus s enunciative heterogeneity, that allowed us to analyze the written marks of the other in the monographic writing; 2-) Pêcheux s reformulation-paraphrase and Orlandi s polysemy and paraphrase, concepts that present notions of productivity and creativity as ways of meaning production, and allows us to observe how the process of language production in academic writing is established; 3-) Rossi-Landi s concept of exchange-value and use-value, which consider language as a linguistic work, allowing us to verify the differences between use and social functionality in a determined theory; and 4-) Possenti s notion of authorship indicia, with which we have identified attitudes that make the one who writes author of his own text. We have verified that writing characterized for repetition and reproduction may develop a meaning effect that constructs the idea that writing production promotes an author, a concept or a theory. We have also realized that a written text that restricts itself to reproduce other authors discourses and does not articulate a theory with data analysis or with work methodology, when evaluated is approved and legitimates itself as scientific production. That demonstrates the existence of academic productions that do not develop any functionality of the employed theory. The text works as a means to promote its theoretical concepts, and theory. It is to say that the theoretical foundantion, which usually is a way to argue and sustain scientific production, does not have any function. Thus, we consider that the way someone shows the other s discourse in academic writing may work as a way to underline what the other asserts to the detriment of the researcher s words. This fact allows us to comprehend that a way of writing may evidence a meaning effect of the author s, theory s or theoretical concepts promotion

A transitividade na conversação: uma abordagem funcional centrada no uso

This work investigates the phenomenon of transitivity in the conversation. We examined the behavior of complements in Brazilian Portuguese speech, and then compared the results with previous researches in the English language by Thompson and Hopper (2001) and in the Spanish language by Vázques (2004). In Brazil, there are no researches that treat this phenomenon in the discursive conversation, for that reason it justifies and reveals the importance of this research that aims to answer questions related to the transitivity of ordinary conversations. Thus, we describe, explain and analize the transitivity based on concrete linguistic data, provided by native speakers of Portuguese language, specifically, spontaneous talk of people from Natal-RN. We have used as theoretical assumptions the Functional Linguistics usage-based (LFCU), which gathers academics of North-American Functional Linguistics, inspired by Chafe (1979), Hopper and Thompson (1980), Thompson and Hopper (2001), Givón (2001), Bybee (2010), Traugott (2009, 2011), among others, as well as Cognitive Linguistics, presented by Langacker (1987), Taylor (1995), Tomasello (1998) and Goldberg(1995), among others. This data consists in conversations extracted from the corpus Banco Conversacional de Natal (FURTADO DA CUNHA). The results obtained from this work confirm the assertions defined by prior conducted studies on the transitivity in the conversation. The research showed that these three idioms, Spanish, Portuguese and English, despite the differences, they present a uniform behavior regarding their transitivity in the conversation. We intend, by this work, to contribute, in some way, to the comprehension of the focused linguistic phenomenon, likewise to build a finer scenario around of the transitivity in the Brasilian Portuguese

Conectores sequenciadores e e aí em contos e narrativas de experiência pessoal escritos por alunos de ensino fundamental: uma abordagem sociofuncionalista

In this dissertation, based on two theoretical frameworks, American functionalism and variationist sociolinguistics, I take as subject the sequence connectors E and AÍ, which has the grammatical function of indicating retroactive-propeller sequenciation of information. I analyze the variable use of these connectors in texts written by students from two public schools in the city of Natal, RN, attending at the time of data collection (the year 2012), two distinct levels of basic education: the sixth and the ninth year. The students who contributed to this research wrote, as part of their activities in the classroom, texts of two narrative genres: narrative of personal experience (non-fictional) and short story (fictional). In addition, these students and their Portuguese teachers answered a test of linguistic attitude in which they gave their opinions regarding the appropriateness of the use of connectors E and AÍ in contexts of speech and writing marked by distinct degrees of formality. The results obtained by means of quantitative analysis showed different tendencies of linguistic, social and stylistic distribution of connectors E and AÍ in the narrative texts written by the students. I related these results to the action of two principles: the principle of persistence, linked to the process of change by grammaticalization, and the principle of stylistic markedness. Besides, I took into account the answers provided by students and teachers to the test of linguistic attitude for refine the interpretation of the results

A expressão do condicionado contrafactual em construções se p, então q no português brasileiro

Conselho Nacional de Desenvolvimento Científico e Tecnológico

Cinge a musa o oráculo da tradição: revelações perenes da narrativa em contos de Perrault

Le présent ouvrage comprend des versions comparatives de neuf contes de Perrault, parmi les plus célèbres, publiés dans des éditions intégrales, au Brésil, entre 1934 et 2005. L analyse comparative donne la priorité à l identification des éléments relatifs à l oralité, comme ceux qui appartiennent, selon Ong (1998) et Havelock (1996), à des contextes de cultures antérieures à l épanouissement de l écriture et qui donc élaboraient ses propres structures de pensée et d expression pour interagir dans la vie pratique comme dans la création, dans la transmission et la manutention des coutumes et traditions. Issus des premiers récits, les contes de Perrault, traduits ou adaptés au Brésil, gardent en eux l esprit du langage narratif auquel l auteur français a consagré une attention spéciale, pour transposer dans l écrit quelques récits de la grande expérience humaine née dans le milieu populaire et qui désormais intègrent l espace de l écriture à chaque nouvelle version produite. Les bagages formulaires, comme les épithètes, les interventions du narrateur et la propre relation des signifations de l intrigue avec les structures de l imaginaire toujours présentes dans l humanité, démontrent le rapprochement entre l oralité et écriture. En suivant les discussions théoriques de Zumthor (1993, 1997, 2000) et par l interation du lecteur avec le texte, on constate que ces éléments relatifs à l oralité rendent possibl existence d une performance dans l écrit a partir des impressions cinesthésiques qui chaque lecture provoque chez le lecteur et récepteur d un texte narratif qui revendique, automatiquement, la construction d une ouvrage seulement possible à chaque instant de l interation, par le processus esthétique de la réception. Même au niveau d écrit, ou l intensité de sa présence est diminuée en raison de l absence d un corps physique qui transmet, qui développe, qui opere littéralement le texte par la voix et qui réunit l écoute et la vision de l auditeur, la performance produite s interpose entre le corps du lecteur qui agit sur le texte et en même temps reçoit les sensations lui permettant l expérience esthétique. Ainsi, dans l expérience de la lecture de Contes de Perrault est possible percevoir les éléments qui renvoient à la forme du conte de tradition populaire. Même déjà influencée par l écrit, le lecteur peut identifier, dans cette oeuvre, les possibilités determinantes de la dynamique perpétuel dans la transmission de ses textes: le plaisir de la pratique de l écoute des histoires contées oralement et le plaisir de la pratique de lectures silencieuses et solitaires. Dans ce chemin le lecteur devoit chercher les sens perdus, ici, rencontrés avec l aide des discours littéraires, linguistique, folklorique, anthropologique et psycanalytique sur la surface du texte narratif merveilleux. Outre cela, ces discours collaborent avec le lecteur qui retrouvent les voix emprisonnées par l écrit dans la virtualité et dans émergence d une performance

Construções com tópico marcado em cartas pessoais brasileiras dos séculos XVIII, XIX E XX

This dissertation is a research on the marked topic construction (CT) in Brazilian personal letters from eighteenth, nineteenth and twentieth centuries. The goal of our research is to verify if CT are present in the writing of Brazilians born in the centuries in question. Our research focus is based on the assumptions of generative theory (CHOMSKY 1981; 1986), which states that grammar is internalized in the mind / brain of the writers, with the emphasis on studies of grammatical change, as pointed texts by Paixão de Sousa (2004), Carneiro (2005); Galves, Namiuti and Paixão de Sousa (2006) and Martins (2009). Our corpus was extracted from Projeto Para a História do Português Brasileiro (PHPB) and Cartas Brasileiras coletânea de fontes para o estudo do português. We selected forty-six correspondents who should be inserted into the two criteria set out in this research: to be Brazilian and be born in the centuries mentioned above, so that we could find legitimate topic constructions of PB. This work is based on researches by Pontes (1987), Mateus et al. (2003), Araujo (2006, 2009), Berlinck, Duarte and Oliveira (2009), which actively support us in the study of this linguistic phenomenon in Portuguese. The results show that the marked topic construction in our corpus appear on the writing of Brazilians since the second half of the eighteenth century, while the typical constructions in Brazilian Portuguese locative topic, subject topic and copy topic - are already reflected in the I-language of the writers born in the second half of the nineteenth century and the first of the twentieth century

Veredas infinitas, Recepção italiana de Grandes sertões: veredas

L'obiettivo principale di questo lavoro è valutare le difficoltà di comprensione e di identificazione nella ricezione da parte della cultura italiana dell'opera Grande sertão: veredas, da quelle trovate, in modo pionieristico, dal traduttore italiano, a quelle che sono state percepite e indicate al momento della lettura dai critici, dagli accademici, dall'autore di questo lavoro e, soprattutto, dai lettori comuni, mostrando, allo stesso tempo, che i problemi avuti dagli italiani nella traduzione esistono, sotto certi aspetti, anche per i brasiliani urbani, poiché la dimensione linguistico-geografica presente nel romanzo è così peculiare, che perfino molti lettori di lingua portoghese ignorano il mondo plasmato dal linguaggio di Guimarães Rosa rivelando una esacerbazione della questione universale espressa nella formula "traduttori, traditori". Partendo da tutto ciò, abbiamo cercato di dimostrare che, sebbene la traduzione di Edoardo Bizzarri abbia raggiunto un eccellente risultato, l'opera rosiana, così come nella poesia e di più di qualsiasi altra narrativa, comporta, nel passaggio da un idioma all'altro, perdite irrimediabili, tanto relative all'armonia musicale e ritmica, quanto alla richezza semantica che si occulta nel testo originale

Mundos de letramento e agência na construção da identidade de seminaristas católicos

Atualmente, os conceitos de mundos de letramentos e agência social nos permitem observar o desenvolvimento de competências relacionadas às práticas sociais e às ações transformadoras que influenciam, de forma decisiva, a vida de jovens seminaristas e a vida das comunidades das quais fazem parte. Com este trabalho objetivamos contextualizar social e culturalmente os letramentos na esfera do lar e a influência da família na formação do seminarista bem como evidenciar o papel do grupo de jovens na formação pessoal e o fortalecimento do sentimento de autoestima produzido pela relação de confiança e pela delegação de responsabilidades. Procuramos, por fim, descrever os principais pilares formadores do Seminário, como agência de letramento, e sua importância na formação identitária do seminarista. Trata-se de pesquisa qualitativa de cunho etnográfico cuja metodologia baseia-se em análise de narrativas semiestruturadas e questionários sócio avaliativos. Os fundamentos teóricos que sustentam nossa pesquisa estão ancorados nos estudos de letramento (BARTON, HAMILTON, IVANI, 2000; STREET, 2003; OLIVEIRA, 2010), na Análise do Discurso (FAIRCLOUGH, 2001), no Realismo Crítico (ARCHER, 2000; AHEARN, 2001), na Sociologia (GIDDENS, 2003, 2005); (SZTOMPKA, 2005), no Interacionismo Simbólico (BERGER, P. L., LUCKMANN, 2009). A análise dos dados nos permitiu: 1) (re)afirmar o papel da instituição família como a principal guardiã do conjunto de ideias e valores, os quais fortalecem as representações sociais associadas a essa instituição, sendo responsáveis pela formação identitária de nossos colaboradores; 2) reconhecer o importante papel social desempenhado por instituições sociais informais que, com o objetivo de promover ações evangelizadoras e solidárias, proporcionam aos seus catequizados o desenvolvimento de múltiplas competências direcionadas à agência pessoal e social, dentre as quais destacamos as Pastorais como fortes aliadas nesse processo formador de identidades sociais positivas, porque os indivíduos que delas participam adquirem competências agentivas que são responsáveis por transformações de ordem pessoal e social; 3) descrever os processos formadores que permitem a manutenção da tradição dentro de uma instituição religiosa. Nossos achados apontam para a necessidade de compreendermos a sociedade como constituída e constituinte de muitos e diversos mundos de letramento, os quais estão a serviço de todo aquele que consegue se perceber como ser atuante no mundo

Entre a fé, a obra social e a publicidade: uma análise crítica do discurso da responsabilidade social da Igreja Universal do Reino de Deus

Situated on Applied Linguistics (PENNYCOOK, 1998; MOITA LOPES, 2003, 2006, 2008, 2009), this thesis, which is inscribed in a qualitative-interpretative approach of a critical analysis perspective , lies on the speech of social responsibility and the way like that is employed in seeking for legitimacy and prestige within the neopentecostal brazilian religious field, more specifically of the Universal Church of the Kingdom of God. The general goal of this research is t reflect upon the speech on social responsibility and the rethoric of selfpromotion of the Universal Church through the role of social actors in the making of his her identities, materialized in the newspaper Folha Universal. In order to achieve that, we have conjugated, in this research, social and discursive analysis. On the linguistic-discursive approach, the research is based on the Critical Analysis of Discourse (ACD), specially in Fairclough (2001, 2003, 2006), a proposal that provides theoretical-methodological tools to investigate the language beyond the linguistic structures , that is, the discourse, social practices in which it occurs and more ample structures. Theoretical assumptions were also used of Sistemico-Functional Linguistics(LSF), matching with categories of the Transitivity System of Halliday (1994, 2004), of the forms of representation of social actors in the socioeconomic perspective by Van Leeuwen (1997, 2008) and of the Appraisal system by Martin and White (2005). As we develop the argumentation on thesobre social role of religion in this thesis, we make use of the authors such as Freston (1994), Oro (1997, 2003), Campos (1996, 1999), Mariano (1999), Meneses (2008), among several ones. We have also used a series of concepts and categories coming from the field of communication and marketing on the business social responsability and social marketing . In this area, we take as references the contributions of Bueno (2003), Fossá and Sartoretto (2003) and Zenone (2006). The corpus of the work is framed by news taken at the newspaper Folha Universal, in which are given the social responsibility actions of the church . The timeframe used was on the editions of 2010 thru 2012. Results found at he analysis of the News lead to semantic features of Assessment of Affection, Judgment and Appreciation, many times followed by Gradation, and the Attribution, one of the subsystems of the Attachment, are evidence of positive assessments for the Universal Church and its agents and make up rethorical elements which provide structure for the discourse of the Universal Church at the newspaper Folha Universal consisted of its image (style) of social responsibility . Results show that the most frequente social actors of the discourse are, on one hand, the Universal Church itself and its volunteers, famous (actors, actresses, presenters), politicians and authorities, on the other hand, the population which was helped by the Church social projects . The first group seems to be Always activated, however the second one, most of the time rather passive. These are also represented by assimilation in most of the occurrences, however the other ones by individualization and nomination entitled by honorification, except for the volunteers that are represented either as an individual, or as a group

AI, LA, ALI e AQUI: gramaticalização de um paradigma emergente no domínio funcional da especificação nominal

In the light of the Functional Linguistic Theory, in its North-American version (HOPPER, 1987, 1991, 1998, 2008, 2010; GIVÓN, 2001; LEHMANN, 2002; HOPPER; TRAUGOTT, 2003; FURTADO DA CUNHA; OLIVEIRA; MARTELOTTA, 2003, among others), the general objective of this research is to demonstrate, based on morphosyntactic and semantic-pragmatic properties, that AQUI (HERE), AÍ, ALI and LÁ (THERE) are part of an emerging paradigm in Brazilian Portuguese recently constituted and still developing of forms indicating specificity in indefinite noun phrases (NP). The data that make up the corpus of this research were collected in the following large Brazilian oral corpora: the Corpus Discurso & Gramática: a língua falada e escrita na cidade de Natal (FURTADO DA CUNHA, 1998), the Banco Conversacional de Natal (FURTADO DA CUNHA, 2010), the Projeto Variação Linguística no Estado da Paraíba VALPB (HORA, 2005) and the Projeto Variação Linguística Urbana na Região Sul do Brasil VARSUL (VANDRESEN, 2002). Firstly, the behavior of the specificity markings AQUI, AÍ, ALI and LÁ is described with respect to many factors of morphosyntactic and semantic-pragmatic nature: type of construction in which the markers appeared; existence or not of intervening material between the specificity marker item and the NP s nuclear noun; type of noun to which AQUI, AÍ, ALI and LÁ are linked; syntactic function of the specified SN; informational status of the NP to which the specificity markers AQUI, AÍ, ALI and LÁ are attached; occurrence of conversational implicatures (GRICE, 1982) in the context of use of these specificity markers. Next, a possible grammaticalization trajectory is outlined, according to which AQUI, AÍ, ALI and LÁ would had gone from an early spatial deictic indication to the specificity indication. The results point to the existence of forms with varying degree of emergence in this new paradigm of nominal specification, with AÍ being, probably, the item most grammaticalized, followed by LÁ, then ALI and AQUI, which permanence in the paradigm do not yet appear to be consolidated

Avaliação do programa de tutorização da EMATER-RN para servidores em estágio probatório

The present thesis evaluated the contributions and limitations of the tutorship program introduced in EMATER-RN, as a tactic of organizational socialization for civil servants in probationary stage. Tutorship was understood as an intensive and continuous relational process, in which a more experienced person in the organization the tutor offers psychosocial support, stimulates the development of the professional career and enables to the newcomer the tutee learning on job performance. The organizational socialization was considered in the perspective of the symbolic interactionism. The study was characterized as a program evaluation and as an action research. The practical interventions for the program implementation were conducted and, at the same time, the evaluations of process, results and reaction to the program were applied. Among the major contributions of the action research, it stood out: the diagnosis of reasons for the formation of the pair and of expectations of tutors and tutees, the improvement of the tutorship registration tools, the ascertainment of the success of the program in the socialization of the new civil servants, the confirmation of the importance of the compatibility among them and of the adequate performance of tutorship functions for achieving its benefits. Based in constraints of the program, one may quote as essential recommendations: the formation of a technical team supporting the program, the clear establishment of deadlines for each procedure and the reinforcement to its compliance, the investigation of the functions performed by the tutor, the sensitization of the managers to the resolution of problems that affect the program, the voluntary participation of the tutor and the continuous meetings of tutors and tutees. One settles for the relevance of the program and in favor of its continuation, provided that its improvement and systematic management are conducted.

O consumo de álcool entre os adolescentes estudantes de escolar privadas católicas de Natal-RN

This study has an object the understanding of the alcohol phenomenon consumption that occurs among teenagers. It is adopted as research locus catholic private schools of Natal - RN, which receive pupils proceeding from the social groups pertaining to the classes taken from Natal private schools. The researched public corresponds to 87 teenagers, who had answered to a mixing questionnaire, with open and closed questions. The research uses as a procedure the intentional election, which for the access easinesses privileges subjects who, at the moment of the research accomplishment, reveal to be in condition to participate of it. The study presents quantitative and qualitative character. It presents the following objectives: 1-Identify in which circumstances the teenagers make alcoholic beverage use; 2 -To identify the knowledge that the teenagers have on the alcohol effects; 3 -To identify the performance role of the school institution on the prevention of alcohol use by teenagers. The analysis method used corresponds to the one called answers interpretation method. Regards to the theoretical-methodological support, the Social Control Theory and the Symbolic Interactionism Theory are adopted as referential. Its contained chapters are organized in the following way: The first chapter approaches the situation of drugs adolescent consumption in general and the social confrontation of this situation. The second chapter presents sociocultural aspects of the alcohol consumption and the description of some of the researched public characteristics. The third chapter emphasizes the school and its performance next to the teenagers and the society in general, towards the prevention and combat of the alcohol use, as well as of other drugs

A figuratividade nas histórias em quadrinhos: uma análise das construções metafóricas e metonímicas em V de vingança

The object of this study is the construction of metaphor and metonymy in comics. This work is inserted in the field of Embodied Cognitive Linguistics, specifically based on the Neural Theory of Language (FELDMAN, 2006) and, consistent with this theoretical and methodological framework, the notions of categorization (LAKOFF & JOHNSON, 1999), embodiment (GIBBS, 2005), figurativity (GIBBS, 1994; BERGEN, 2005), and mental simulation (BARSALOU, 1999; FELDMAN, 2006) have also been used. The hypothesis defended is that the construction of figurativity in texts consisting of verbal and nonverbal mechanisms is linked to the activation of neural structures related to our actions and perceptions. Thus, language is considered a cognitive faculty connected to the brain apparatus and to bodily experiences, in such a way that it provides samples of the continuous process of meaning (re)construction performed by the reader, whom (re)defines his or her views about the world as certain neural networks are (or stop being) activated during linguistic processing. The data obtained during the analysys shows that, as regards comics, the act of reading together the graphics and verbal language seems to have an important role in the construction of figurativity, including cases of metaphors which are metonymically motivated. These preliminary conclusions were drawn from the data analysis taken from V de Vingança (MOORE; LLOYD, 2006). The corpus study was guided by the methodology of introspection, i.e., the individual analysis of linguistic aspects as manifested in one's own cognition (TALMY, 2005).

Consumo c(l)iente: abordagem do gênero anúncio publicitário em livros didáticos de língua portuguesa do ensino médio

Portuguese language textbooks, according to what has been preconized on the official document to education, have been configured on discursive genres imported from diverse spheres of human activity. Adverts, genre of ample social circulation, spread from the Advertising sphere to the schools and started being approached by these collectaneas as an object and a tool for teaching. Therefore, this research deals with the approach of ads in Portugese textbooks. These discursive practices matter for the impact or appeal they exert over the (new) consumers, among which High School students; for their representation in the capitalist system, which guides us on our relationships and social practices; and for the mix of languages that end up at their composition, once they encapsulate the spirit of our time, par excellence, the one from the verbal-visual genres. To understand the treatment given to these advertising pieces, from questions/commentaries related to them, two collections were selected by the Programa Nacional do Livro Didático – Textbook National Program (PNLD 2012) among the ones more used by public High Schools in Natal/RN. From Applied Linguistics, from mestizo, nomadic and inter/transdisciplinary identity (MOITA LOPES, 2009), this study falls within the discursive chain of the interpretive tradition of historical-cultural approach (FREITAS, 2010) and names the Bakhtin Circle and its language‟s dialogical conception as inescapable partners. The data of the colletaneas show that the genre approach can happen as concrete utterance, as linguistic artifact and as hybrid, at work with questions and without questions, with the predominance of its occurrence in the portion of the volume devoted to the study of grammar. In the literature chapters and production/interpretation of compositions, it insert is incipient or it doesn‟t happen in the volume. Such a provision has implications for multiliteracies (ROJO, 2012) of the citizen student, once the lack or the abundance of critical reading proposals for this genre, that demand from the student the exercise of knowledge that is necessary to the construction of linguistic and social meanings, can be responsible for guide to a more conscious consumerism (material and cultural) by the chief customers of the work under review. The approaches of the genres seems to indicate a gradual transition that such material have undergone, which means, from the focus on clauses to the focus on utterances, or even the approach as linguistic artifact to hybrid and the concrete utterance, in search of overcoming the traditional tendency of taking advantage of formal aspects of the language, to the detriment of enunciative ones, and for coming into harmony with the guidelines and parameters of teaching in contemporary times, bringing the school duties close to the rights in life.