Production of Argumentative Advertising Texts on Reading Promotion: Proposal for Initial Teacher Training

Abstract

The general objective of this research was to enhance the argumentative advertising production of the students of the Complementary Training Program of the Escuela Normal Superior del Quindío. This is due to the fact that they lack argumentative skills and identification of argumentation genres, elaboration of points of view, deliberations, management of arguments and debates. This purpose led to three specific actions: the diagnosis of the level of argumentative competence of the students; the identification of the contextual factors that influence the development of argumentative production and the investigation of some theories for the design and implementation of a project that enhances the argumentative production on reading promotion. The methodology used corresponded to Action Research, based on the approaches of Jhon Elliott and Miguel Martinez, with its 9 phases of research in the classroom and from a Social Critical approach. The results obtained show the need to implement argumentative skills from different discursive genres; at the same time, the dynamism of the Didactext Model (2015) is shown, which is adaptable to different textual typologies; in this specific case, to the argumentative typology and to the discursive genre of advertising. It could not be asserted that the intervention completely solved the existing problems related to argumentation, since the promotion of argumentative attitudes is endless and, therefore, it seeks to encourage the interest of students in reading situations that urge them to read.