“Witaj w świecie sprytnych pomysłów!” Poradnik Ikei jako sposób na autopromocję

Abstract

The company catalogue is a tool intended for the promotion of this company and the building of relationships with consumers. The author of this article discusses Ikea’s company catalogues in detail. The publications that were explored are not only a “well-arranged list of products” but they also contain textual realisations of selected journalistic genres. These notes and commentaries inform the recipient about their company itself and their purpose is to create a positive image of the company in the minds of Ikea’s consumers. Catalogues are also a realization of the model of the genre of a guide. The sender gives advice to the reader and engages in a kind of dialogue with him or her. By creating a handbook Ikea promotes itself as a master and an expert in the field of interior design.