O uso do imperativo no gênero textual propaganda como forma de persuasão em relação aos estudantes de uma escola do ensino médio de Santa Inês – MA

Abstract

This study examines the role of the imperative in the textual genre of advertising, focusing on persuasion among 11th grade (high school) about students at a public school in Santa Inês - Maranhão (Brazil). Advertising, intrinsically linked to persuasion, employs linguistic strategies to influence behaviors and decisions, with the imperative being a prominent tool for its ability to prompt immediate action. Theoretical foundations include works by: Alves; Chaves (2020), Bakhtin (2003), Brasil (2018), Borges (2011), Brait (2016), Cereja; Magalhães (2009), Costa (2009), Koch (2014), Lara; Souza (2007); Marcuschi (2008), Matos; Sales (2014), Sato (2019), among others. The research adopted bibliographic methods, consulting these relevant authors on the subject. The scope and sample involved a 11th grade at high school class in Santa Inês - MA, and data collection was carried out through questionnaires, emphasizing students' understanding of advertising and the imperative mode. The study revealed the presence of advertisements in everyday life, spanning from digital media to printed pamphlets. Advertisements exert influence, persuading consumers to take various actions, from caring for the environment to consuming products. The analysis of different textual genres used in advertisements provides insights into how persuasive messages are constructed, including emotional appeals to drive purchasing decisions. Conclusions highlight the diversity of understandings about advertising among students, underscoring the need to enhance their comprehension of this genre. The analysis of persuasion in specific texts, with a focus on the imperative, emphasizes its significant influence on students' choices. The data collection through questionnaires proved effective, providing a conducive environment for reflection and critical analysis by students. This study contributes to a deeper understanding of the role of the imperative in advertising persuasion, especially among high school students. Practical implications include fostering classroom discussions that address various examples of advertising, aiming to broaden students' understanding and encourage a more informed participation in the media-driven society