DISCOURSE OF INTERNET ADVERTISING - TEXTUAL ADVERTISEMENTS IN THE ENGLISH LANGUAGE (A GENRE ANALYSIS)

The aim of this paper is to analyse the genre of online text advertisements by using the method of genre analysis. The hypothesis of the research is that the online text ads are different by their communicative purpose, rhetoric structure and grammatical and lexical units used from other advertisements in other media (TV, radio, prints ads) as well as from the other online advertisements (ex. web banners). The analysis showed that online text ads have reduced structure which consists of the following: *(Situation) (Defining the problem, need or desire)<^> <{(Pro duct identification) (Product description) (Effects of use of product)}> *(Stimulation of the buyer) <Company promotion> <Call for action>.