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Slovo.ru: Baltic accent

2025 Vol. 16 №1

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Chernyavskaya V.E. Gorschkova N.E.

Hybrid genre in persuasive communication

DOI
10.5922/2225-5346-2025-1-5
Pages
74-89
text genre text function hybridity hybrid genre advertisement text per­suasion

Abstract

This paper discusses the notion of hybridity as related to text genres. The 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 framework of the study is in line with modern investigations in text lin­guistics, text typology, theory of speech genres, persuasion conceptions. The paper discusses the central issues and trends in the study of text genres and indicates related terms that have mainly been used in research on text hybridity and genre blending. It is shown that hybridi­zation of the genre becomes a communicative tool in the persuasion strategy of the communi­cative agent, which aims at influencing a person's or group's attitude or behaviour towards some idea and encouraging to perform post-communicative actions.

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