Anisimova T.V. Principles of Classification of Book Advertising Genres

DOI: https://doi.org/10.15688/jvolsu2.2016.4.11

Tatyana V. Anisimova

Doctor of Sciences (Philology), Professor, Department of Journalism and Media Communications, Volgograd State University

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Prosp. Universitetsky, 100, 400062 Volgograd, Russian Federation


Abstract. The article deals with the relevant classifications of advertising genres. The author believes that the use of such classifications should take into account the features of the advertised product, as the genre composition of advertisements of different product groups differs substantially. It is shown, that in book advertisement the main form of promotion is represented by a modified abstract, and in its original form it is only used to promote educational literature. In other cases, it is a form of genre imitation, either directly or indirectly associated with the advertised kind of literature, and in this case, it is not only the genre's general structure, but also the peculiarities of linguistic realization of the text corresponding to the functional style. The article analyzes the forms of stylization which are peculiar for advertising art and religious literature as well as non-fiction works about business, healthy life style, psychology, fashion, etc. As a result, the author identifies two main groups of such stylizations: 1) stylization to the books' genres (short story – for fiction, sermon – for religious literature, etc); 2) stylization to the genres, explicitly designed to endorse the content of the advertised literature (review – for fiction, customer reviews – for literature about the business, healthy life style, etc.).

Key words: genres of advertising, book advertising, styling, classification of genres, abstract, stylistic features of advertising.

Citation. Anisimova T.V. Principles of Classification of Book Advertising Genres. Science Journal of Volgograd State University. Linguistics, 2016, vol. 15, no. 4, pp. 104-113. (in Russian). DOI: http://dx.doi.org/10.15688/jvolsu2.2016.4.11

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