Gatunek jako zamysł perswazyjny : rozważania nie tylko o reklamie

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.