CRITICAL VISUAL LITERACY IN SFL FOR SPECIFIC PORPOSES: READING ADVERTISING AS A SOCIAL POLITICAL PRACTICE

ABSTRACT After the arisen and development of multiliteracies and critical literacy, it was overcome the concept of reading exclusively as decoding, transcription and search of the author´s intentions, that is, it is understood that reading is a critical, social and political practice. Based on this assumption, this study aims at proposing a reading activity of advertisements in Spanish as a foreign language based on the critical literacy perspective of Cervetti et al (2001) and on the visual literacy of Muffoletto (2001) for undergraduates of Tourism, Journalism and Social Communication. Five beer and soda advertisements were analyzed, as well as a proposal activity for reading. The objective of the activity is to develop in the student the critical awareness and to invite him to transform the reality of oppression found in his lectures. This study shows that teaching a foreign language is to go beyond the decontextualized and purely normative grammar contents.

摘要：随着多元读写能力与批判性读写能力的兴起与发展，以往仅将阅读视作解码、转录与探寻作者意图的观念已被摒弃。换言之，阅读被理解为一种兼具批判性、社会性与政治性的实践活动。基于这一立论前提，本研究旨在面向旅游学、新闻学与社会传播学专业的本科生，依托塞尔韦蒂等（Cervetti et al., 2001）的批判性读写能力视角与穆福莱托（Muffoletto, 2001）的视觉读写能力理论，设计一套西班牙语作为外语的广告阅读活动。本研究共分析了5则啤酒与碳酸饮料广告，并提出了相应的阅读活动方案。该活动旨在培养学生的批判性意识，引导其对阅读文本中所发现的压迫性现实进行改造。本研究表明，外语教学不应局限于脱离语境的纯规范性语法内容。