Принципы классификации жанров рекламы книги

The article deals with the relevant classifications of advertising genres. The author believes that the use of such classifications should take into account the features of the advertised product, as the genre composition of advertisements of different product groups differs substantially. It is shown, that in book advertisement the main form of promotion is represented by a modified abstract, and in its original form it is only used to promote educational literature. In other cases, it is a form of genre imitation, either directly or indirectly associated with the advertised kind of literature, and in this case, it is not only th e genre’s general structure, but also the peculiarities of linguistic realization of the text correspon ding to the fun ctional style. The article analyzes the forms of stylization which are peculiar for advertising art and religious literature as well as non-fiction works about business, healthy life style, psychology, fashion, etc. As a result, the author identifies two main groups of such stylizations: 1) stylization to the books’ genres ( short story - for fiction, sermon - for religious literature, etc); 2) stylization to the genres, explicitly designed to endorse the content of the advertised literature ( review - for fiction, customer reviews - for literature about the business, healthy life style, etc.).