Publicidade de alimentos funcionais uma análise retórico-discursiva

Produtos funcionais fazem parte do nosso cotidiano, cada vez mais caracterizado pela ênfase na saúde e qualidade de vida. A pesquisa proposta, com abordagem qualitativa, objetiva analisar a propaganda de produtos e alimentos funcionais que utilizam como elemento persuasivo expressões ou conceitos científicos, considerando o status e a credibilidade que a ciência tem em nossa sociedade. O corpus constitui-se de duas peças comerciais de produtos (margarina e iogurte) que utilizam esse expediente em sua comunicação. Busca-se analisar a bibliografia existente sobre alimentos funcionais, contemporaneidade, cultura, grupos sociais, publicidade, análise do discurso e retórica, porém, centra-se a análise na organização da mensagem, especialmente no que se refere à argumentação retórica e ao discurso, ensejando, uma visita crítica da persuasão disfarçada sobre a argumentação ligada à beleza e saúde. Espera-se com o trabalho entender o processo de construção retórica da argumentação, para a persuasão, em torno de alimentos funcionais, que utilizam em sua comunicação expressões científicas ligadas aos princípios de funcionalidade desses produtos, entre outras características desse discurso especializado.

Metaphors in Hugo Chávez's political discourse:conceptualizing nation, revolution and opposition

This book provides the first comprehensive analysis of metaphors used by Hugo Chávez in his efforts to construct and legitimize his Bolivarian Revolution. It focuses on metaphors drawn from three of his most frequent target domains: the nation, his revolution, and the opposition. The author argues that behind an official discourse of inclusion, Chávez's choice of metaphors contributes to the construction of a polarizing discourse of exclusion in which his political opponents are represented as enemies of the nation. Chávez constructs this polarizing discourse of exclusion by combining metaphors that conceptualize: (a) the nation as a person who has been resurrected by his government, as a person ready to fight for his revolution, or as Chávez himself; (b) the revolution as war; and (c) members of the opposition as war combatants or criminals. At the same time, by making explicit references in his discourse about the revolution as the continuation of Simón Bolívar's wars of independence, Chávez contributes to represent opponents as enemies of the nation, given that in the Venezuelan collective imaginary Bolívar is the symbol of the nation's emancipation.

Bernstein's theory of pedagogic discourse: linguistics, educational policy and practice in the UK English/literacy classroom

In “The English Patient: English Grammar and teaching in the Twentieth Century”, Hudson and Walmsley (2005) contens that the decline of grammar in schools was linked to a similar decline in English universities, where no serious research or teaching on English grammar took place. This article argues that such a decline was due not only to a lack of research, but also because it suited educational policies of the time. It applies Bernstein’s theory of pedagogic discourse (1990 & 1996) to the case study of the debate surrounding the introduction of a national curriculum in English in England in the late 1980s and the National Literacy Strategy in the 1990s, to demonstrate the links between academic theory and educational policy.