ANALYSIS OF THE ADVERTISING “WAITING ROOM” USED AS A PERSUASIVE RESOURCE FOR THE PROMOTION OF READING

Abstract

Our proposal is to investigate the exploitation of children’s literature used as a persuasive resource for encouraging reading in the advertisement “Waiting Room”, created by the advertising agency DPZ, at the request of Itaú Social Foundation. Anchored in a qualitative exploratory research, with a critical-analytical approach, we analyzed the construction of the mentioned advertising text, considering the presence of digital culture in its constitution, in order to investigate the voices present and the resources used to convince the interlocutor to proceed to the reading of several texts included in the literary universe. In the search for the construction of sense, we highlighted the use of intertextuality, which weaves various discursive strands with children’s literature, in a dialogic movement of assimilation. The result indicated the usefulness of literature to be explored by multimodal texts, partly due to the convergence of languages that emerge from the joint of image, sound and movement.