reconhecendo estratégias de persuasão em comerciais

8/13/2019 Reconhecendo estratgias de persuaso em comerciais

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Endereo: Avenida Getlio Guarit, 159 - Uberaba-MG

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1 * Produzido por Jferson F. Belo e Melissa Ariadne T. A. Rodrigues (PIBID-Lngua Inglesa)

Ttulo: Reconhecendo estratgias de persuaso em comercias em lngua inglesa *

Durao das Atividades: 2 aulas (de50 minutos cada)

Descrio das Atividades:

1 aula

Warm upPreviso de durao: 5 minutos.

No primeiro momento, o professor pergunta aos alunos questes como: 1) vocs prestam

ateno em comerciais de televiso, de rdio ou da Internet? 2) Quais tipos de comerciais vocs

costumam prestar ateno? Comerciais de roupa, de comida, de aparelhos eletrnicos, etc.?

Paying attention to the advertisementPreviso de durao: 30 minutos

Aps esse momento, o professor pede aos alunos para prestarem ateno ao comercial que ele

apresentar (Anexo A). Aps isso, questiona sobre o que os alunos entenderam ao assistir ao

comercial, se a mensagem vinculada positiva ou negativa. Durante a discusso, o professor

pode ajudar os estudantes a inferirem o significado com base nas informaes no verbais do

vdeo (imagens, tom do locutor, etc.)

Objetivos:

- conhecer e identificar as estratgias de persuaso em comerciais;

- fazer inferncia de sentidos com base no co-texto;- utilizar informaes no verbais para interpretao de texto.

Contedo :1) Estratgias de persuaso em comerciais.

Tema: Ensino de estratgias de persuaso em comerciais

Pblico Alvo: Ensino Mdio


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Em seguida, o professor entrega o texto do comercial transcrito (Apndice A) para os alunos.

No texto, h dez pares de palavras com pronncia semelhante para que os alunos, ao escutarem

o comercial, escolham a correta. Depois de passar o comercial novamente, o professor pode

tirar dvidas sobre vocabulrio.

Understanding the advertisementPreviso de durao: 15 minutos

O professor far perguntas oralmente aos alunos. 1) Qual a vantagem o comprador vai ter se ele

adquirir o produto? 2) Para convencer o consumidor a comprar seu produto, o anunciante faz

apelo emoo ou razo?

2 aula

Getting to know three main persuasive strategiesPreviso de durao: 15 minutos

O professor apresentar slides com os conceitos de pathos , logos e ethos (Apndice B) e os

exemplos de comerciais que utilizam essas estratgias. O professor pode explicar que o

primeiro comercial (Anexo B) um exemplo de pathos , pois so mostradas imagens de

pssaros mortos e isso tem o objetivo de provocar uma resposta emocional no espectador. Alm

disso, esse comercial no pretende vender nenhum produto, mas engajar os espectadores

numa causa ambiental. A interpretao pode ser mais aprofundada utilizando-se as transcries

da msica e do texto (Anexo C).

No segundo comercial (Anexo D), apresentada a forma como o produto funciona e quais as

vantagens que a espectadora tem ao utiliz-lo e por isso um exemplo de logos . A transcrio

(Anexo E) tambm pode ser utilizada para uma interpretao mais profunda.

J no terceiro comercial (Anexo F), a imagem e a voz de uma cantora famosa (juntamente com

o que ela representa para um determinado grupo de pessoas, nesse caso, os adolescentes) so

relacionadas a uma marca de refrigerante para que assim se consiga convencer os espectadores

a compra-la. E isso um exemplo de ethos . A letra da msica (Anexo G) pode ser utilizada

para uma melhor compreenso do comercial.


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Identifying the strategiesPreviso de durao: 35 minutos.

O professor apresentar trs comerciais (Anexos H, I e J), cada um utilizando

predominantemente uma estratgia de persuaso. Para facilitar sua compreenso, suas

transcries (respectivamente, Anexos K, L e M) podem ser utilizadas. Ao final de cada vdeo,

os alunos respondem a perguntas de interpretao dos vdeos (respectivamente, Apndice C, D

e E).

Recursos:

- projetor multimdia;

- giz;

-quadro;

- hand -out

Referncias

PERSUASIVE techniques in advertising . Disponvel em:. Acesso em: 06 ago. 2013.

THE Art of Rhetoric. Disponvel em: .Acesso em: 06 ago. 2013.


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Anexo A

http://www.youtube.com/watch?v=LsXRj89cWa0


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Anexo C

Teenage Crime

Adrian Lux

We don't sleep when the sun goes down

We don't waste no precious time

All my friends in the loop

Making up for teenage-

Text:

Plastic bottles are killing our sea birds. Coke is fighting legislation that will solve the

problem. Tell our politicians to stand up for our wildlife.


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Anexo D

http://www.youtube.com/watch?v=pNG56vjuHKQ


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Anexo E

What does your morning look like? Mine used to be like my friend next door. Now, I have my

mornings back! Just seven shampoos ago, my hair was supper frizzy and unmanageable. Let

me show you how all that changed, with just one application of Blow Dry Perfector from

Garnier Fructis Style. Inside the box is the 20 minutes smooth-it serum, heat activated perfect-

it cream and protective gloves. First, I shampoo my hair, now I apply the smooth-it serum and

comb it through with a wide teeth comb. I leave thin on for 20 minutes, and let the frizz

taming begin! Oh, and it smells, that tells me its working. Times up! Now I rinse it out, no

shampoo necessary. I apply the heat activated perfect-it cream and I work through thoroughly,

then something magical happens! B low drying and flat ironing is so easy. Its so silky and

smooth and its so shiny and not a frizz in sight! Fast forward seven shampoos and it still

looks amazing. I feel bad for my poor neighbor, still struggling with her frizzes, so I got her

Blow Dry Perfector, so she can take back her mornings too. Why keep it a secret? Help yourfriends to take back their mornings with Blow Dry Perfector from Garnier Fructis Style. Get

at your local retailer and share with a friend.


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Anexo F

http://www.youtube.com/watch?v=E7fEWkWRB00


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Anexo G

Man:You hear something new at fountains todayPeople who think young say Pepsi, please

Britney:The lively crowd today agreesThose who think young say Pepsi, please PepsiFor those who think young

Come alive, come aliveYoure in the Pepsi generation Youre in the Pepsi generation Youre in the Pepsi generation

Tastes that beats the others cold

Pepsi pours it onPepsi's got that special tasteCreated for the cold

Youve got a lot to live And Pepsi's got a lot to give

Simply irresistibleSimply irresistible

Turn me upCome feel the joy all aroundEach generation has foundTheyve got their own under sound Its time to shout it out Bah bah bah bahBah bah bah bahFlip that joy of PepsiPepsi

For those who think young


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Anexo H

http://www.youtube.com/watch?v=sQbGjSZnDt0


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Anexo I

http://www.youtube.com/watch?v=ehmjg_ZFuz4


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Anexo J

http://www.youtube.com/watch?v=yotq4zr0dRc&list=SP37084B359A503137


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Anexo K

Im doctor Cheryl Karcher, board certified dermatologist. I love my job. I help people feel better and look better, thats why I like being part of Avon. Avon takes inspiration from the

fields of dermatology and makes it accessible to women everywhere.

As a dermatologist, its very exciting to meet the Avon is bringing this ground breaking

technology to the market. The key ingredient Anew Clinical Pro Line Eraser is A-F33. This

new skincare ingredient is a huge game changer. AF-33 was developed in an exclusive

partnership with NeoStrata Company. The same visionaries who pioneered alpha hydroxy

acids, the close collaboration between NeoStrata and Avon, uncovered the remarkable effectsthis molecule could have on the skin. I saw the before and after picture of the clinical trial

from Anew Clinical Pro Line Eraser treatment and they were amazing! A hundred per cent of

women showed improvement in fine wrinkles within two weeks. Thats an incredible result,

the most Ive heard of. A -F33 is going to set a new bold standard for anti- aging. Im over the

moon about it. Im really over the moon about it. Its unbelievable!


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Anexo L

Everyday dirt pollution and residues can get trapped in your scalp, making it unhealthy,leading to dandruff. New Clear Men Deep Cleanse with powerful dirt absorb activated

carbon, it cleans and eliminates dirt trapped deep in the scalp, giving your scalp a deep clean

for zero dandruff. New Clear Men Deep Cleanse for zero dandruff.


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Anexo M

I think this is a good time to tell you: Youre doing Ok, mom. I can call you mom, right? Iknow we havent known each other very long. But you seem like a real keeper. Youre not

perfect. There was that strained carrots incident. But youre trying. You pi ck up my bottle

every time I toss it out of my stroller. That's high comedy to an 8-month-old.You hum The

Barber of Seville when you wash my hair. So cool! And your rubdowns are out of this world.

Anyway, I wanted you to know how much I appreciate you. You know, right? How much I

love you? Youre doing Ok, mom.


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Apndice A

1) Listen to the advertisement and choose the right word in parenthesis.

Greatness. Its just something we (made up break up) . Somehow we've come to (perceive believe) that greatness is a (list gift) reserved for a chosen few for prodigies, for

superstars and the rest of us can only stand by (watching wanting) . You can (correct

forget) that. Greatness is not some (bear rare) DNA strand. Its not some (precious

suspicious) thing. Greatness is no more (unique weak) to us than (breathing believing) .

We're all (capable incapable) of it. All of us.


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Answer:

Greatness. Its just something we made up . Somehow we've come to believe that greatness isa gift reserved for a chosen few for prodigies, for superstars and the rest of us can onlystand by watching . You can forget that. Greatness is not some rare DNA strand. Its notsome precious thing. Greatness is no more unique to us than breathing . We're all capable ofit. All of us.


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Apndice B

Apresentao de slides Persuasive strategies in advertising


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Apndice C

1) What is the main persuasive strategy used in the Anew Clinical Pro Line Eraseradvertisement by AVON?

a) appeal to emotion (pathos) b) appeal to logic or reason (logos)c) appeal to credibility or character (ethos)d) none of the above

2) What is the profession of the woman talking about the product?

a) pharmacologist b) physiologistc) cardiologistd) dermatologist

3) For whom is this product advertised?

a) men b) childrenc) womend) babies


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Answers:

1 - b

2 - d

3 c


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Apndice D

1) What is the main persuasive strategy used in the New Clear Men Deep Cleanseadvertisement?

a) appeal to credibility or character (ethos) b) appeal to emotion (pathos)c) appeal to logic or reason (logos)d) none of the above

2) Why is Cristiano Ronaldo advertising this product?

a) Because he is a soccer player. b) Because he is a model.c) Because he is famous.d) Because he has dandruff.


a) children b) menc) babiesd) women


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Answers:

1 - a

2 - c

3 - b


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Apndice E

1) What is the main persuasive strategy used in the Youre doing Ok, mom advertisement ?

a) appeal to logic or reason (logos) b) appeal to credibility or character (ethos)c) appeal to emotion (pathos)d) none of the above

2) What feeling is explored by the advertisement ?

a) anger b) lovec) happinessd) pity


a) teenagers b) menc) womend) babies


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Answers:

1 - c

2 - b

3 - d

reconhecendo estratégias de persuasão em comerciais

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