The presumed reader in car advertisements published in Teresina's printed newspapers, from 1950 to 2002

Abstract

This article aims to present how the image of the presumed reader has been built in the printed newspapers of the city of Teresina (Piaui State, Brazil), with them being the following: O Piauí, Folha da Manhã, O Dia, and Diário do Povo. In order to do so, we have researched the bibliography referent to the studies of authors such as Charles Bazerman (2011), Carolyn Miller (2009 [1984]), and Amy Devitt (2004), representatives of Gender Rhetorical Studies. Besides these, we have consulted Bakhtin's assumptions for studying genre, mainly extracted from Marxism and the Philosophy of Language, and Aesthetics of Verbal Creation, as well as Brazilian authors related to the study of discursive genres, such as Fiorin (2008), Marcuschi (2008), and Faraco (2009). With the research, we could confirm that the advertisements actually build social-historic blocks capable of mirroring the values of a society, but also capable of contributing directly for determined values to be restored or forgotten.