Wykryto adblocka! Retoryka komunikatów namawiających do odblokowania reklam
Adblock detected! The rhetoric of unblock ads

Summary/Abstract: Our times are characterized by a rapid evolution of means and ways of communication. Thanks to the Internet, the genres of persuasive functional texts are constantly appearing (and disappearing). These include messages encouraging to unblock advertisements. The message sender aims at convincing the Internet user to uninstall the adblocker (the name comes from the most popular AdBlock software), resign, or at least to add the given website to the so-called white list because the service earns money thanks to the displayed ads. In this article I analyze a text corpus of 50 examples, mainly in Polish, using a research apparatus of rhetoric. On this basis, I discuss genre characteristics and distinctive argumentation strategies, which - as the analysis shows - can be arranged in a system defined by two axes: potential losses or profits and agency, which can be in the domain of either the sender or the recipient. As a result, I present typical patterns of contemporary messages encouraging to unblock advertisements on the Internet.

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