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in general are also full of neologisms and colloquial
expressions which make them an important material in
language teaching. But at the same time the type of language
of the ads may create problems even for advanced students who
are not used to it.
Nowadays, specialists in foreign language teaching have
emphasized the use of authentic materials in the classroom.
"Authentic materials" in this context mean any type of written
matter which was not produced
for pedagogical purposes but can
be used to teach a foreign language. They are, for example,
films, radio and television programs, newspaper and magazine
articles, pamphlets, and advertisements. Michael Swan is one
of the authors who insist on the importance of authentic
materials. In an article published in Cambridge ELT news
(Spring 1981) he suggests many activities involving authentic
texts. Since these materials have been very much used in
English classes in Brazil lately, we decided to study the
language of one of them, which is the magazine advertisement.
For the purpose of this work our sources were limited to
magazines which are popular and easy to find in Brazil such as
Reader's Digest, Life, Time, Newsweek and People
Weekly.*
Our objectives in this dissertation are:
a) to establish criteria for the analysis of
advertising texts according to a theoretical
framework and considering the use of figurative
language, more specifically the tropes metaphor,
metonymy and
synecdoche.
*More details in chapter 2 (p.11-2) and chapter 4 (p.62).