TYPES AND CHARACTERISTICS OF THE SPEECH GENRE “EMAIL ADVERTISMENT”

Abstract

The article focuses on the digital genre theory of the computermediated communication, the development of new trends. It is applied to the communicative space of the Internet world which is considered as an extension of the offline genres theory. The research is devoted to the discourse characteristics of such a speech genre as “email advertising”, which functions within the framework of advertising, business and virtual discourse and has the characteristics of all these three types. In the article we discuss the description of the genre, its structural and pragmatic elements. Communicative strategies and tactics play an important role in forming and implementing both the main intention of an advertising via email and additional functions (informative, argumentative, educational, emotive). The study attempts to classify email advertisement based on four criteria. As a research material, email advertisement in Russian and English was analyzed.