Criatividade linguística, cultura e ensino da língua portuguesa (português língua não‑materna): O que a Linguística Cognitiva nos ensina acerca das diferenças entre o Português Europeu e o Português do Brasil?

Given the different linguistic varieties of Portuguese, and especially the two national varieties (EP and BP), reflecting on teaching of Portuguese as a non‑native language is a complex task that needs to be taken up by entities engaged in the process, especially if it happens outside of the space of Lusophone countries. In this paper, we propose to go beyond the usual concerns about the differences between the two varieties (phonetic, phonological, lexical and morphological) widely known and presented in Portuguese grammars, and to concentrate on the semantic, discursive and conceptual levels of language, anchoring the study in the framework of Cognitive Linguistics, and discussing the role of linguistic creativity and conceptualization in advertising (BP and EP) [cf. Arruda, 2013 and Batoréo, in press].