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http://hdl.handle.net/20.500.12128/1947
Tytuł: | Gatunek jako zamysł perswazyjny : rozważania nie tylko o reklamie |
Autor: | Warchala, Jacek |
Słowa kluczowe: | Gatunki literackie; reklama |
Data wydania: | 2011 |
Wydawca: | Katowice : Wydawnictwo Uniwersytetu Śląskiego |
Źródło: | D. Ostaszewska (red.), "Gatunki mowy i ich ewolucja. T. 4, Gatunek a komunikacja społeczna" (S. 75-85). Katowice : Wydawnictwo Uniwersytetu Śląskiego |
Abstrakt: | 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. |
URI: | http://hdl.handle.net/20.500.12128/1947 |
ISBN: | 9788322619928 |
Pojawia się w kolekcji: | Książki/rozdziały (W.Hum.)
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