La lectura de anuncios publicitarios : hacia la búsqueda de construcción de sentido

Abstract

Abstract This research was conducted at school I.E.D. Miguel de Cervantes Saavedra, located in the town of Usme. The research interest comes from the teaching and learning of reading, and was aimed to contribute to the development of inferential reading and incorporate the use of advertising in the classroom with students from first grade. Methodologically research-action appealed from the hermeneutical paradigm with a focus on qualitative, with an intervention through three stages: (i) identification and analysis of the problem, (ii) collecting and categorizing information, (iii) design, implementation and evaluation of the action plan. The results obtained were identified progress in drawing inferences (referential, macro- and enunciation), in applying the semiotic perspective to the analysis of commercial and aesthetic text mode under the Education Project (PDP). To achieve the research objectives the role of the teacher, as well as teaching strategies and resources to contribute to the transformation of the current practices of reading at school was considered essential.