This article proposes a reflection about the teaching of reading and writing on the genre approach, focusing on the function that textual types play within the genre advertising discourse. It reflects on issues surrounding the conceptualization of textual genre / discourse genre, textual types / textual forms, observing the most appropriate definition of genre to teach mother language. The studied corpus is constituted by an advertising piece published in Folha de S. Paulo. And the reflections rest on the Functionalism (HALLIDAY, 1985), on the Semantic Pragmatic (VAN DIJK, 1979), on the Discourse Analysis (MAINGUENEAU, 2002).
Teaching; language function; construction of meaning; discourse effectiveness