Stylistyczna perspektywa tekstu perswazyjnego

Abstract

As a complex genre of speech, advertising, which concentrates in itself the indices of cohesion and delimitation manifest in various other genres, has at its disposal an inventory of unique signals. Recurrence of brand names in advertising text, as well as the dominant type of thematization, indicate its cohesion. The cohesion of the commercial is also influenced by particular saturation of its text with evaluative elements, culminating in the advertising slogan. The slogan closes the frames delimiting the scope of the advertisement. It also summarizes the values by means of which the sender wishes to create a bond between the receiver and the advertising text itself. The graphic-lexical (and / or musical) elements marking the beginning and the end of a single spot - or of the whole block of commercials - are strong metatcxtual signals of delimitation. Generically, the commercial is a collage; its character is thus determined by other genres. In a sample collection of 200 commercial spots it was possible to distinguish elements of such genres as: opinion poll, fairy tale, definition, colloquial dialog, memo, letter, description, story, presentation, proposal, advice, scientific report, footage, reminiscence, telephone conversation, psychological test, interview, invitation, good wishes.