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Title: Gatunek jako zamysł perswazyjny : rozważania nie tylko o reklamie
Authors: Warchala, Jacek
Keywords: Gatunki literackie; reklama
Issue Date: 2011
Publisher: Katowice : Wydawnictwo Uniwersytetu Śląskiego
Citation: D. Ostaszewska (red.), "Gatunki mowy i ich ewolucja. T. 4, Gatunek a komunikacja społeczna" (S. 75-85). Katowice : Wydawnictwo Uniwersytetu Śląskiego
Abstract: The article is devoted to the phenomenon of the changes of traditional genre forms under the influence of new types and new means of communicating. A starting point for the considerations is the question on the genre as a taxonomic category as such and its usefulness these days in the situation when changes of old categories have become the fact and when a genre loses its normative value becoming a blurred category. A difficulty in using the genre category is illustrated by a contemporary type of advertisement texts where the genre borderlines are difficult to define and the phenomenon itself is difficult to capture as a cohesive text of existing formal frames because of its multiple forms and multiple codes. Advertisement absorbs many genres, transforming and not defining any of them. They form a kind of a genre amalgamation which is deeply fundamental in nature and has a palimpsestically revealed narration.
ISBN: 9788322619928
Appears in Collections:Książki/rozdziały (W.Hum.)

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