Hybrid genre in persuasive communication
... 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 framework of the study is in line with modern investigations in text linguistics, text typology, theory of speech genres, persuasion conceptions. The paper ...
