New genre characteristics in the 19th-20th c. advertising text

The article discusses the formation of persuasive advertising text in Russia during the XIX - XX centuries. The change of initial function of the message - informing in hand-written announcements of XVIII and in printing at the end of XVIII-first third of XIX - to influencing function leads to "branching" of the genre of the announcement. It demonstrates the gradual development of new genre characteristics of the advertisement, such as suggestion, imperativeness and argumentativeness.