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- W2356152154 abstract "Through analyzing commercial advertising discourses, the paper is to explain how cross-genre phenomenon brings advertising discourse out-of-expectation effect by changing its textual structure, while still keeping the discourse within the scope of advertising genre. The conclusion is, genres are to be distinguished into closed and open ones, and generic structure potential is to be studied both formally and semantically. The formal generic structure potential of open genre provides room for creativity, and cross-genre is one of the creative devices frequently taken. However, discourse keeps its generic quality by following semantic generic structure potential." @default.
- W2356152154 created "2016-06-24" @default.
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- W2356152154 date "2004-01-01" @default.
- W2356152154 modified "2023-09-22" @default.
- W2356152154 title "On Cross-Genre Phenomenon in Commercial Advertising Discourse" @default.
- W2356152154 hasPublicationYear "2004" @default.
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