Open AccessGENESIS OF PRINTED ADVERTISEMENTS AS A SPECIFIC GENRE (CASE STUDY OF XVIII–XX CENTURY RUSSIAN NEWSPAPERS)
Author(s) -
Kseniya Pavlovna Tarasova
Publication year - 2018
Publication title -
vestnik kemerovskogo gosudarstvennogo universiteta
Language(s) - English
Resource type - Journals
eISSN - 2078-8983
pISSN - 2078-8975
DOI - 10.21603/2078-8975-2018-2-225-230
Subject(s) - newspaper , period (music) , advertising , history , identification (biology) , russian language , media studies , literature , art , linguistics , sociology , aesthetics , business , philosophy , biology , botany
The paper features the genesis of printed advertisements as a specific genre with Russian newspapers as its main source. The research is focused on the historical period from early 18 to early 20 century. The article traces the gradual separation of the genres of advertisements and announcements in the course of the centuries. It points out and describes the key periods in the development of the genre: mid 18th century, 1840s, late 19 – early 20, 1930s. The article contains special linguistic and graphic features of advertisements and explains various language and psychological manipulation means, which appeared in the 19th century in Russian newspapers and are still used in the modern advertising. According to the article, the main factor in identification of advertisements as a separate group from announcements is the intention to influence on readers’ opinion according to the salesman’s goals. All the conclusions are confirmed by examples from original sources.