PRAGMATIC-DISCURSIVE ANALYSIS OF ADVERTISING HEALTH CAMPAIGNS: DEGREE OF COMPLIANCE WITH THE

The article presents a pragmatic-discursive analysis of advertising campaigns, published in leaflets by the Ministry of Health and State Secretary of Health of Pernambuco. The producer's levels of commitment to the said are investigated more specifically. The study aims to reveal the author's positionings in relation to the content that he produces, in order to make explicit the present interests in the discursive structurin. To do so, we mainly resort to studies by Koch (2004), Neves (1996), Castilho & Castilho (1992) and Hoffnagel (1997), but also to Fairclough's work (2001, 2003). The results reveal a level of maximum commitment of the producer, above all, to educate the population and make it adhere to the said.