Reklama – stil, žanr, diskurz
Advertisements – Style, Genre, Discourse

Summary/Abstract: In Slavic philologies, advertisements were mostly studied within the framework of functional stylistics, where they were usually classified within the administrative (administrative-business) or the journalistic (journalistic-publicistic) style. Outside the Slavic area, in the West, advertising is most often studied within the framework of rhetoric, communication theory, pragmatics, semiotics and sociology. There, the notions of discourse, genre or register usually denote its irreducibility. Advertising is a complex, comprehensive and allusive discourse characterized by disguise. It adopts different types of textualization (description, story, dialogue, exposition) and modes of expression (verbal language, sound, typography, gesture, image, color, composition). It imitates or repeats, in a non-literal way, numerous types of statements (sentence, aphorism, poem, letter, dictionary entry, news, riddle, anecdote, fairy tale, fable, music video, movie, a work of art or musical work, sculpture, comic, caricature, etc.). Advertising annexes other discourses (Baudrillard 1975) and parasitizes on their sounds (Cook 1992). Marc Bonhomme (2014) summarized the genre paradox of advertising as follows: advertising is more effective the less it is recognized as advertising.

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