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Akenteva K.A., Emer Yu.A. [Transformation of the genre «congratulations» in advertising discourse] World of Science. Series: Sociology, Philology, Cultural Studies, 2020, Vol. 11, No. 4. Available at: https://sfk-mn.ru/PDF/08FLSK420.pdf (in Russian).

Transformation of the genre «congratulations» in advertising discourse

Akenteva Kseniya Alekseevna
National research Tomsk state university, Tomsk, Russia
E-mail: akenteva_ksenia@mail.ru
ORCID: https://orcid.org/0000-0002-7220-8842

Emer Yuliya Antonovna
National research Tomsk state university, Tomsk, Russia
E-mail: emerjulia1@gmail.com

Abstract. This article presents a description of the «congratulation» genre transformation in accordance with the goals and objectives of advertising discourse – ensuring profit from the sale of goods and services. The genre is in demand in institutional discourse due to changes in business processes and value systems, which will lead to the formation of new forms of communication and the building of horizontal relations between the agent and the client. The authors describe the mechanisms by which the nuclear genre of holiday discourse becomes a forming means trust and loyalty of the client to the company, as well as modeling a joint future in the context of a single culture, which in the future can lead to the necessary action – a repeated buying a product or service, agreeing with the values transmitted by the agent and maintaining the necessary lifestyle adaptation. Various companies form their own holiday calendar, which is determined by the scope of the organization. The authors’ attention is focused on describing the transformation of the communicative goal of the genre – building partnerships with a client, which adapts to the goals and objectives of the «receiving» discourse, as well as on changing the compositional structure and peculiarities of the linguistic embodiment of the genre. «Congratulation» seeks to preserve genre peculiarities, and the holiday idea becomes one of the most important criteria for choosing dictum information and language means.

Keywords: discourse; advertising discourse; holiday discourse; holiday; genre; congratulation; communicative goal; composition

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