ЭПИСТОЛЯРИЙ В СФЕРЕ РЕКЛАМНОЙ КОММУНИКАЦИИ: К ВОПРОСУ О СТИЛИСТИЧЕСКИХ ТРАНСФОРМАЦИЯХ ЖАНРА
EPISTOLARY IN ADVERTISING COMMUNICATION: THE QUESTION OF STYLISTIC TRANSFORMATION GENRE

Summary/Abstract: Article is devoted to the genre and stylistic analysis of modern epistolary texts involved in the sphere of commercial, social and political advertising. Purpose of the article − to reveal the universal property of the epistolary genre, capable of virtue and polidiskursivity polyfunctionality move from one sphere of communication to another, from one style to another. In line with the approach indicated distinguished authentic (owned by the original genetically spoken communication) and inauthentic (operating in other areas of interpersonal interaction) epistolary texts. Advertising works with the format of letters have specific structural, typological, functional and pragmatic qualities, appearance is due to the union organization in the stylistic texts began several styles. Letter qualifies as a stable functional stylistic variety epistolary Amenable stylistic modifications, but at the same time preserving their invariant features.

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