Promotion of a pedagogical book (a case of the website of the Italian publishing house Edilingua)

The article considers one of the genres of publishing discourse, namely, the website of a publishing house. The novelty of the article is due to the lack of knowledge with regard to the phenomenon of exploiting a publisher's website as a means for promoting a book. The purpose of the study is to identify strategies for promoting a pedagogical book that are presented on the website of the Italian publishing house Edilingua, including an addressing strategy, an information strategy and a meta-discursive strategy. These strategies of the book publishing discourse are considered to have a communicative and pragmatic potential to influence the reader. The author offers an analysis of the ways to express the humanitarian and educational missions of the publishing house presented in the texts of special headings. The article focuses on ways to implement the concept of «usability» via the texts of the Edilingua website. The paper offers an analysis of such characteristics of the texts presented on the publisher's website as informational attractiveness and ensembleness. The linguistic features of the publishing discourse genres, specifically, the abstract of a particular book and the electronic catalog are considered. The prospects of further research into the genres of publishing discourse are outlined.