Sintaxe à vontade: o dilema do redator publicitário

Abstract

The monograph “Sintaxe à Vontade: O dilema do redator publicitário” addresses an analysis of key features and changes of text advertising in Brazil, linking theory and practice in three parts. First linearizing the history of the text and communications as a whole exploring its evolution and its importance within the country's communication. Analyzing titles, slogans and texts with emphasis on technical and persuasive textual methods, able to validate the text as a form of cultural expression. After articulating the history and the evolution of the advertising text on a theoretical analysis of the technical and more persuasive methods applied in the present context, according to the analysis of the teacher and writer João Anzanello Carrascoza (2006). Ending with an exploratory and expository analysis of the unique speeches of Brazilian advertising editors contained in the produced and guided qualitative interviews of a semi-structured (Appendix 1) and captured the second half of 2014 (Appendix 2) to promote scientific approach. Applied with advertising copywriters Rodrigo Pinto, current partner, vice president and creative director on Paim agency at Porto Alegre in Rio Grande do Sul and Flávio Ferri from Menta agency at São Paulo about their experiences in copywriting area. Analyzing their views as to the skills, which they consider essential for a writer on the most obvious changes that while writers were able to see and consider relevant in the production process, the double of creation, shared authorship and good teamwork, and on the real meaning of the achievements of their awards. Addressing the whole process of educational, didactic and reflective way. Considering the specific social, cultural and data practices. In order to make this work able to serve as a research and as a informative source in the teaching process and education with an emphasis on copywriting.