Advertising speech and new words creation

the development of lexical competence

Abstract

This article, in a pedagogical perspective, deals with the development of lexical competence from the analysis of advertising texts and shows the renewal of the lexicon of Brazilian Portuguese by the most common processes of neology. The objective is to emphasize the importance of advertising discourse in the school context, exploring, above all, the aspects of discursive creativity and semantic-lexical innovation. In the context of lexical competence, the article discusses what it means to know a word and, for the conceptuation of neologism, it adopts the lexicographic criterion (ALVES, 1984, 1990; SANDMANN, 1989; CABRÉ, 1993), in which the lexical unit will be neologic if it is not already registered in a language dictionary. In this context, what is intended is to emphasize the work with advertising texts in the Portuguese language classroom, based on a descriptive study of some media neologisms, obtained from advertisements that evidence creativity in Portuguese Brazilian, through the emergence of new words.