Hybrid genre in persuasive communication
... study pinpoints a particular kind of hybrid genres referring to texts that mix and combine in their structure the features of two or more different genres but maintain their primary genre identity. This kind of genre mixing results inter alia in an advertisement that is shaped as a chat in internet, private talk or recipe but sustains its genre status as an advertisement. The analysis is based on advertisement texts functioning as hybrid genres in modern Russian socio-cultural practice. The theoretical ...
Discursive features of Russian gender-oriented advertisements
This article addresses the metadiscourse structure and the means of gender manifestation in the advertising message. Two advertisements for the same good aimed at women and men were chosen for a semiotic analysis. The analysis identified the verbal and nonverbal means of exposing implicit messages reflecting gender relations and reinforcing gender ...
