ASPECTOS PSICODINÂMICOS E CAPACIDADE MATERNA DE MÃES DE CRIANÇAS ABRIGADAS

Este estudo teve como objetivos investigar aspectos da dinâmica intrapsíquica de mães de crianças institucionalizadas em abrigo por ordem judicial, e identificar recursos defensivos utilizados por essas mães. Para atingir estes objetivos, realizou-se uma investigação clínica com estudo de três casos de mães de crianças abrigadas. Foram utilizados dois instrumentos: a) Roteiro de Entrevista roteiro de temas a serem abordados em uma ou mais entrevistas não diretivas de cunho clínico, a fim de auxiliar na investigação da psicodinâmica destas mães. b) Procedimento de Desenho Estória com Tema técnica projetiva que associa o uso de desenhos com estórias, como forma de explorar livre e dinamicamente os conteúdos da personalidade. A técnica permite o estudo das características formais e estruturais da personalidade, pois tem a particularidade de facilitar a expressão de aspectos inconscientes relacionados a pontos de angústias presentes, focos conflituosos e perturbações emergentes. Estes procedimentos foram realizados nas dependências da instituição (abrigo) onde as crianças estavam hospedadas. Os principais resultados comuns aos três casos foram: Ambigüidade e os Impeditivos de Crescimento a primeira mãe entrevistada ao mesmo tempo ataca a mãe que a abandona (mãe biológica e a mãe adotiva), em busca de uma mãe idealizada. Essa ambigüidade a impede de crescer. Nota-se a mesma tentativa de idealização na segunda mãe estudada que demonstra dificuldade em aceitar a atual situação em que vive e não consegue perceber que a aproximação de sua mãe é por causa da doença que ela adquiriu e não por continência. A terceira e última mãe entrevistada demonstra conteúdos persecutórios diante do abrigamento dos filhos e dificuldade de sentir gratidão. Os mecanismos predominantes que aparecem nos três casos são os de: idealização e regressão a estágios primitivos. Nota-se ainda, depressão, dificuldade de elaboração da posição depressiva. Estas mães não conseguem vivenciar continuamente a realidade psíquica, que implicaria na elaboração da posição depressiva, pois não conseguem fazer, ainda que tentem, uma comparação entre os mundos interno e externo, o que as levariam à uma melhor compreensão das semelhanças e diferenças. De modo que, a figura dos pais (principalmente da mãe) fica cindida entre aterrorizante e idealizada, porém os mecanismos predominantes são suas fantasias que propiciam idealização; identificação projetiva maciça. A persecutoriedade e a culpa, ao mesmo tempo parecem indicar a depressão que pode ser tão forte que levam à intensificação destes sentimentos. Há a presença da inveja que também intensifica as angústias persecutórias, requerendo mecanismos de defesa que violentam as funções psíquicas.(AU)

A animação no contexto expositivo das artes visuais

O presente relatório contempla a investigação em torno da Animação como integrante das Artes Plásticas e do seu local de exibição, enfatizando a relação do espectador com a obra através do espaço e das condições que este proporciona, bem como a metodologia para o desenvolvimento da curta-metragem de animação, “Antagonisma”, e do projecto homónimo que engloba quatro loops animados para serem exibidos num espaço galeria. A investigação, aqui apresentada, contribuiu para o desenvolvimento prático do projecto, relacionando constantemente referências da mesma com as características dos filmes animados, das quais, questões conceptuais em torno do tema narrativo e diferenças formais influenciadas pelo espaço de destino, na tentativa de compreender os motivos pelos quais obras de artes plásticas se inserem muito raramente no circuito artístico, e se espaço pode ser sinónimo de legitimação.

Concepções sobre os livros didáticos de geografia: narrativas autobiográficas de professores do ensino fundamental

O livro didático é um complexo objeto cultural, haja vista ser ao mesmo tempo elemento de intermediação nos processos de ensino e aprendizagem, produto comercializado que contém o conhecimento para a formação do aluno e objeto de compra, pelo Governo Federal, para ser distribuído para escolas em todo o Brasil. Configura-se, assim, como um produto cultural composto, híbrido, que se encontra no “cruzamento da cultura, da pedagogia, da produção editorial e da sociedade”. (STRAY,1993, p.77-78). Outrossim, o livro didático, tradicionalmente, é “um dos lugares formais do conhecimento escolar, pelo menos daquele saber julgado necessário à formação da sociedade e dos seus indivíduos” (MEDEIROS, 2006, p.34) e a materialização do seu uso pelo professor encontra-se interconectada pelas representações e conceitos construídos nas múltiplas transições na história de vida docente, tendo em vista que a práxis humana constrói-se numa perspectiva retroativa (do presente para o passado), numa hermenêutica social dos atos individuais. É nesse contexto que se situou a pesquisa, entendida como uma possibilidade de contribuição significativa ao debate da educação geográfica, ao propor a compreensão das concepções construídas nas múltiplas transições na narrativa de vida do docente com o livro didático de Geografia. A pesquisa se definiu como um estudo qualitativo, ancorado nas entrevistas narrativas, o qual abrangeu um levantamento de dados sobre as Histórias de vida de professores/professoras dos anos iniciais do Ensino Fundamental de uma escola da rede pública, no intuito de recorrermos às suas memórias escolares, acadêmica (formação inicial) e profissional para situarmos no espaço-tempo as suas concepções sobre o livro didático de Geografia. O livro didático de Geografia foi a área de interesse escolhida, sendo problematizada a partir do seguinte questionamento: quais as concepções atribuídas pelos professores do Ensino Fundamental aos livros didáticos de Geografia? As ideias dos professores expressas nas entrevistas narrativas da nossa pesquisa confirmam a conjuntura de indefinição e superficialidade teóricometodológica sobre o livro didático de Geografia, cujas concepções ficaram restritas aos seus aspectos descritivos, evidenciando a ausência de atribuições de significados pertinentes a uma reelaboração teórica do narrar produzido, como também, de questionamentos dos princípios organizadores das concepções sistematizadas. Desse modo, as ideias apontadas pelos professores em foco, restringiram-se à enumeração dos aspectos característicos do fenômeno em questão – o livro didático de Geografia – na sua superficialidade, isto é, não expressaram elementos que possibilitassem ver as concepções numa perspectiva macro, destacando-se mais as explicações das partes e das percepções isoladas, do que níveis mais abrangentes de generalidade do referido objeto de estudo. Enfatizamos, por fim, a necessária continuidade da pesquisa, e consequentemente, desse processo permanente de reflexão sobre as concepções do livro didático de Geografia, sendo mister explicitar, portanto, a razão histórica que as norteiam para que se possa buscar uma prática docente mais crítica e propositiva.

Sobre formas e processos: projeto de um condomínio de casas a partir de princípios da gramática da forma

With the intention of studying and developing the design process based on a specific methodology, the object of this work is to present the design of a gated condominium community in Natal based on the application of principles of shape grammar, used in their design process. The shape grammar is a design method developed in the 1970s by George Stiny and James Gips. It is used for the analysis of the project as well as for its synthesis, with the goal of creating a "formal vocabulary" through mathematical and/or geometrical operations. Here, the methodology was used in the synthesis of the design process, through the relationship between formal subtractions and the houses’ architectural planning. As a result, five dwellings configurations were proposed, each one different from the other with respect to their shape and architectural programming, distributed in three twin groups, which are repeated until the final total of nine architectural volumes. In addition to studies of the condominium’s ventilation and the buildings’ shading simulations, studies of spatial flexibility and acoustic performance were also performed. The mapping of the design process, one of the specific objectives of the dissertation, was composed not only by the record of formal constraints (the preparation and application of rules), but also by physical, environmental, legal and sustainability aspects in relation to, on one hand, the optimization of the shading and passive ventilation for hot and humid climates, and, on the other hand, the modulation and rationalization of the construction.

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.

O erro produzido pelo aluno no contexto pedagógico: uma luz ou uma pedra no meio do caminho?

Student’s mistakes as viewed in a didactic and pedagogical perspective are a phenomenon inevitably observed in any context in which formal teaching-andlearning processes are taking place. Researchers have shown that such mistakes are viewed most of the times as undesirable and often as a consequence of lack of attention or poor commitment on the part of the student and rarely considered didactically useful. The object of our reflections in this work is exactly those mistakes, which are born in the entrails of the teaching-and-learning processes. It is our understanding that a mistake constitutes a tool which mediates knowledge and may therefore become a strong ally of the instructor’s actions in her/his teaching tasks and thus should be taken into the teacher’s best consideration. Understanding a mistake as so, we postulate that the teacher must face it as a possibility to be exploited rather than as a negative occurrence. Such an attitude on the part of the teacher would undoubtedly render profitable didactic situations. To deepen the understanding of our aim, we took a case study on the perception of senior college students in the program of Mathematics at UFRN in the year 2009, 2nd term. The reason of this choice is the fact that Mathematics is the field presenting traditionally the poorest records in terms of school grades. In this work we put forth data associated to ENEM1 , to the UFRN Vestibular2 and the undergraduate courses on Mathematics. The theoretical matrixes supporting our reflections in this thesis follow the ideas proposed by Castorina (1988); Davis e Espósito (1990); Aquino (1997); Luckesi (2006); Cury (1994; 2008); Pinto (2000); Torre (2007). To carry out the study, we applied a semi-structured questionnaire containing 14 questions, out of which 10 were open questions. The questions were methodologically based on the Thematic Analysis – One of the techniques for Content Analysis schemed by Bardin (1977) – and it was also used the computer program Modalisa 6.0 (A software designed by faculties the University of Paris VIII). The results indicate that most of the teachers training instructors in their pedagogical practice view the mistakes made by their students only as a guide for grading and, in this procedure, the student is frequently labeled as guilty. Conclusive analyses, therefore, signal to the necessity of orienting the teachers training instructors in the sense of building a new theoretical contemplation of the students’ mistakes and their pedagogical potentialities and so making those professionals perceive the importance of such mistakes, since they reveal gaps in the process of learning and provide valuable avenues for the teaching procedures.

A constituição desmilitarizada: democratização e reforma do sistema constitucional de segurança pública

The normative construction of the public security system in the Constituent Assembly of 1987-1988 preserved paradoxical normative space, the military police linked to the Army with a restrictive legal statute of the police offices citizenship through a hierarchical and disciplinary model that is anachronistic. This research originates from the following problem: How is it possible to tailor the constitutional system of public safety, specifically the Military Police, according to the democratic paradigms constructed by the Constituent from 1988 and carry the right to public safety under these molds? The militarists limitations of the Constitution allowed the growing militarization of police departments, organizational culture and authoritarian institutional practices. Underlying this, the problems related to difficulties in realization of Right to Public Safety, the strikes of the military police, the incomplete policy cycle started demanding from the constitutional-legal system appropriate responses. Utilizing the dialogical method and an interdisciplinary approach to the subject, and theoretically grounded in overcoming of the constitutional normativist juspositivism.It was found that the constructed infraconstitutional legislation was insufficient to supply the systemic shortcomings of constitutional law, when looking to create a single system of public security without giving due scope to the federal principle and expand the autonomy the Federated States, and even grant democratic legal status to the military police. Formal legal limits imposed by the Constitution constructed a legal anachronism, the military police. Thus, a democratic reading of military police institutions becomes inconceivable its existence in the constitutional regulatory environment. Thus, reform the Constitution in order to demilitarize the police and conduct a normative redesign of the public security system is fundamental to Brazilian constitutional democracy

Certificação de composições de serviços web semânticos

This thesis presents a certification method for semantic web services compositions which aims to statically ensure its functional correctness. Certification method encompasses two dimensions of verification, termed base and functional dimensions. Base dimension concerns with the verification of application correctness of the semantic web service in the composition, i.e., to ensure that each service invocation given in the composition comply with its respective service definition. The certification of this dimension exploits the semantic compatibility between the invocation arguments and formal parameters of the semantic web service. Functional dimension aims to ensure that the composition satisfies a given specification expressed in the form of preconditions and postconditions. This dimension is formalized by a Hoare logic based calculus. Partial correctness specifications involving compositions of semantic web services can be derived from the deductive system proposed. Our work is also characterized by exploiting the use of a fragment of description logic, i.e., ALC, to express the partial correctness specifications. In order to operationalize the proposed certification method, we developed a supporting environment for defining the semantic web services compositions as well as to conduct the certification process. The certification method were experimentally evaluated by applying it in three different proof concepts. These proof concepts enabled to broadly evaluate the method certification

Mobilização de competências na atividade informal do vendedor ambulante em praia de Natal (RN)

The central issue of this dissertation is to investigate the labor activity of beach hawker, in order to identify the main professional competencies mobilized in this activity, traversed by both the precariousness of the means of labor exercise, as for complex and structured routines. In the town of Natal (RN) the beaches serve as workplace for thousands of informal workers, who use various professional skills, translated into the ability to mobilize and articulate knowledge, skills and behaviors to solve problems in concrete work situations. This research therefore had as main objective to investigate the work of beach hawkers, trying to identify the core competencies mobilized for facing demands and obstacles in such a context. The beach of Ponta Negra (Natal-RN) was chosen as field of observation, in which a group of hawkers took part as voluntary subjects. Methodologically, quantitative and qualitative methods of production and analysis of data were combined in three stages. In the quantitative phase an occupational questionnaire was applied to a sample of 60 subjects, generating a set of data analyzed with quantitative univariate and multidimensional descriptive statistical tools, complemented by inferential statistical analysis. The results of this phase indicate a predominance of men sellers with salary varying in a range from one to two minimum wage Brazilian salary, age and education quite heterogeneous, extended working hours and the choice of only this activity and this beach throughout the year. Concurrently with this step of analysis, unsystematic observations of the activity of vendors were held and then driven to the technique of Instruction Impersonator with four chosen subjects. This phase had a clinicalinterpretive analysis, rooted in historical-cultural Vygotskian psychological perspective and in the french approach of skills and abilities. The main results point to several strategies for overcoming obstacles, use of technics anchored in everyday work experience and practical knowledge, building rules of conduct and collective mobilization of diverse professional skills similar to those found in formal work, such as business and time management, use of communicative tools, flexibility in problem solving, creativity and teamwork competence. We conclude that informality investigated in context can not be seen exclusively as a synonym of precariousness. It also covers skills and knowledge in a complex culture that situates informal labor in a complementary way with respect to formal work. This conclusion, therefore, contributes to overcome the notion of antinomy between formal and informal labor activity, since they both can be considered as a way to achieve job satisfaction, and even a personal representation of well done job, which is an important psychological generator of identity and social place.

Variação entre os pronomes tu e você na função de sujeito na fala de Natal (RN): uma abordagem sociofuncionalista

In this dissertation, under the light of a sociofunctionalist approach (TAVARES, 2003; 2013; GORSKI; TAVARES, 2013), I analyze 378 data of pronouns tu and você extracted from 12 conversations belonging to Natal Conversational Data Base (CUNHA, 2010). I have the following objectives: (i) mapping linguistic and extralinguistic specialization trends of second person singular subject pronouns tu and você in the speech of Natal (RN); (ii) assessing the role of the principle of persistence (HOPPER, 1991) as a possible motivating factor of specialization trends of pronouns tu and você; (iii) identify in which of the six pronouns subsystems proposed by Scherre et al. (2009) is situated the speech community of Natal portrayed in this study. In order to achieve the proposed objectives, I submitted the data to multivariate statistical analysis, which have provided frequencies and relative weights.I obtained, as relevant factor groups, according to the statistical analysis, the nature of the relationship between the interlocutors (if the relationship is asymmetric, less intimate, and more formal, the use of você is favored; if the relationship is symmetrical, intimate and informal, the use of tu is favored); the degree of formality of the environment in which the conversation takes place (in more informal environments tu was favored; in more formal environments você were favored); and the type of discourse (reported / not reported) (tu was favored in not reported discourse and você was favored in reported discourse). Based on results regarding to these factors groups, I organized a panorama of specializations of pronouns tu and você, noting that tu seems specialized for more informal contexts of use than those for which você seems specialized. The motivation underlying these trends of specialization may be the principle of persistence, since along its historical development, você carries a trace of greater formality or, at least, less intimacy, when contrasted to tu. Finally, I concluded that, of the six pronoun subsystems proposed by Scherre et al. (2009), the speech community of Natal can be framed in the fifth, characterized by variable use of subject pronouns tu and você, with more frequent use of você than tu, and rare occurrence of agreement of tu with second-person singular verb.

Planejamento e déficit habitacional: estudo de caso a partir do cadúnico com beneficiários do programa bolsa família na zona norte de Natal

This research aims to analyze the housing conditions and socioeconomic of beneficiaries of the Bolsa Família Program – PBF of the North side of Natal city. For that, it is necessary a survey of this region's origins and how its expansion has occurred in the context of local urban development, considering demographic evolution, in particular, from the construction of housing complex and formal and informal allotments. From the field research, consisting of a pilot in loco with some households, it became possible to start the analysis of housing conditions that culminated with a detailed study of the Single Register form of the federal Government (CadÚnico), in relation to 100% (one hundred percent) of the beneficiaries of the Bolsa Familia program (PBF) of Natal city, with qualitative and quantitative information. From this general survey, a cut was done, contemplating only beneficiaries residing in the north of the city. To better understand this reality, the survey found the Brazilian housing deficit, considering its origins, historical contexts and concepts used by the following institutions: João Pinheiro Foundation (FJP), Brazilian Institute of Geography and Statistics (IBGE), Applied Economics Research Institute (IPEA), and Local Plan Housing of Social Interested (PLHIS) and the United Nations Centre for Human Settlements (UN-HABITAT). Furthermore, were compared the various concepts of city and its respective evolution, considering the importance of planning as an instrument of public policy necessary to governmental actions and permanent policy of State. As a result, there are a detach about the deficit and housing conditions in the city of Natal, mainly North Zone, pointing out the importance of using the Unified Register of the federal government as an effective tool to measure the living conditions of Brazilian municipalities.

A relação forma e significado em versões da Bíblia

This paper analyses the texts of two distinct versions of the protestant Bible, namely: Almeida, Revista e Corrigida (ARC) and Nova Tradução na Linguagem de Hoje (NTLH). In this sense, it investigates the linguistic-textual configurations of such versions with the aim of identifying relevant differences between them and the implications for attribution of meaning between the first and the latter. The Bible is a book of historic influence and its importance is not limited only to the religious realm, but is also considered by many as a work of high literary value. It currently remains in full and wide circulation in the historic, religious and cultural contexts. Furthermore, this book gathers important discursive and textual-linguistic aspects worthy of investigation, especially, if the fact of contrasting its different versions is considered. From the two biblical versions (ARC and NTLH), three distinct discursive genres are of interest (poem, parable and epistle), with five texts from each version, resulting in a total of ten texts. In this sense, we are also interested in the various typological sequences involved in the organization of the discursive genres selected, observing if the predominance of such sequences implies in greater or lesser facility/difficulty of comprehension. We also utilized as a support for analysis the reading protocols of diverse informants, taking into consideration the religious beliefs, the level of education and age, with an aim to verify if the formal differences of the selected texts and the social profile of readers could cause possible changes to the process of text comprehension. To carry out the analysis, we used Usage-Based Linguistics (or Cognitive-Functional Linguistics) as a theoreticalmethodological support, which encompasses contributions from the North American functional tradition and cognitive linguistics.

A oralidade no ensino de Língua Portuguesa em livros didáticos para educação de jovens e adultos (EJA): reflexões e proposições

This work appears as a reflection on the oral modality of the language in the teaching of Portuguese Language from textbooks proposed for the elementary school. It has as main aim to analyze the textbooks for the Youth and Adult Education - EJA (6th and 7th grade), the collection "It is time to learn", specifically in regard to educational activities focusing on oral proposals in their constituent units. It is a process of reflection with a view to submitting suggestions arising from the discussions held, given the fact that the writing mode has been identified by some scholars, between these Marcuschi (2005), as the most privileged in the classroom and in most manuals that guide the teaching of Portuguese Language. In this work, we start from a broader vision from the principles of dialogic pedagogy by Paulo Freire perspectives towards pedagogical practices that favor the development of linguistic and discursive student skills. In this sense, we emphasize the formation of a critical subject, who can argue and defend points of view, using oral or written language, in various social situations. In this view, this paper set up aims to identify, describe and interpret the activities proposed to the oral modality of Portuguese Language, from interactional theoretical bases, based on authors as Marcuschi (2005, 2010), Fávero, Andrade and Aquino (1999) Schneuwly and Dolz (2004), Antunes (2009), among others. In addition, the objective was to suggest other educational activities, as a way of expanding the existing ones, in order that addressed more efficiently, to aspects of orality been proposed and aspects of formal oral genres. Methodologically, it is a qualitative research, in which, from the teaching materials used in the classroom, there was a reflection on the orality and the oral teaching of the Portuguese language and has been proposed an expansion of activities one oral mode. In this reflection, analysis of the results revealed that the books investigated, used in Portuguese classes in EJA, include in their proposals orality as an object and teaching axis. However, we appoint the need to expand the teaching proposals with the existing activities in order to give greater emphasis to important aspects of orality already prioritized, and also to address to the formal public genres. In seeking to make suggestions and educational proposals that integrate with existing, we postulated the most effective development for oral skills for the EJA student, in Freire's perspective, as also we thought in a way to provide subsidies which could guide teachers of the Portuguese Language area at the fundamental level of education.

Narrativas poéticas e trajetórias dos poetas em Mossoró/RN

The city of Mossoro/RN has showed up as a “cultural capital” in the state of Rio Grande do Norte due to a politic of events that enhance historical facts occurred in that region. These actions evoke researches about a construction of a self-identity of the city and attract many tourists that provides a boost to local economy. Considering this, this paper aims to understand the insertion of poets in this cultural context, analyzing the cultural performances that they participate and their personal narratives. Semi-structured interviews and participant observation in cultural events were employed to get this aim, privileging the observation of popular poets, whose presentations are more frequent. This overview took to the approximation with two artists associations, of which the interviewed poets were selected: “POEMA – Associação de Poetas e Prosadores de Mossoró” and “Casa do Cantador”. The relationship observed among the artists of these institutions – writers, improvisers, cordel makers, musicians and “emboladores de coco” – raised questions about the complexity of popular culture and the social connections among the artists of the city, discussed in this study.

O slogan empresarial como construção discursiva: uma abordagem cognitivo-funcional

In this paper, we analyze corporate slogans, understanding them as a discursive construction that is, as a pairing of form and function able to unite the notions of textual type and discursive genre. In this way, we developed a qualitative and quantitative analysis, aimed specifically to analyze the formal properties (phonetic, morphological and syntactic) and functional (semantic, pragmatic and discursive) of slogans. Furthermore, we attempted at verifying and quantifying recurring aspects involved in their construction, in order to capture configurational patterns underlying their formation. The data come from slogans collected in products and / or service stores in the metropolitan area of Natal city, Rio Grande do Norte. This research is based on the Cognitive-Functional Linguistics, that conjugates the North American functionalist tradition, represented by researchers as Talmy Givón, Paul Hopper, Joan Bybee, Elizabeth Closs-Traugott, with Cognitive Linguistics, in particular, the chain linked to Construction Grammar, as postulated by Adele Goldberg, William Croft e Jan-Olla Östman, among others. The results ratified the importance of the interface between the formal and functional aspects in the analysis of linguistic uses. These results point to the idea of the slogan as the pairing of form and function on textual / discursive level, in other words, as a discursive construction, constituting as cognitive storage of a scheme / model of textual formation with a specific discursive-pragmatic function.