Native advertising in the genre of article in online media

Abstract

The article is devoted to the analysis and identification of the speech features of native advertising in the analytical genre “article” in in online publications “Kommersant” and “Medusa”* and their relationship with the style-forming concept of these publications. The theoretical part of the article outlines the state of the study of native advertising as a new form of advertising and the style-forming concept of the media. The analytical part of the article compares 1) the style-forming concept of “Kommersant” and “Medusa”; 2) native advertising articles published in these two editions. Content-compositional features, typical functional-semantic speech units of native advertising texts, and speech embodiment are considered. It is concluded that, firstly, the main diff erence between the style-forming concept of the two editions lies in their expressive and stylistic model, including the forms of the title, the distance between the author and the reader, in the peculiarities of speech techniques used, etc. Secondly, the composition of the analytical genres of native advertising texts as a whole corresponds to the composition of an ordinary newspaper article written by a certain style-forming concept of a particular publication, however, it also has peculiar features of the advertising text, especially in the way the advertising content of native advertising presentation. Thirdly, there is variability in the speech embodiment of the analytical genres of native advertising in different online publications. For example, the relationship between the author of a native advertising article in “Meduza”* and the reader is closer than in “Kommersant”, which is reflected in the use of certain speech techniques. In a word, the texts of native advertising in different media have both common and original characteristics that adapt to the styleforming concept of a particular site.

Keywords:

native advertising text, analytical genre, article, style-forming concept, functional and semantic units of speech