Modern television trailer: communicative and stylistic transformation of the genre (trailers for news and news magazine programs of 2005-2009)

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Lidia Ye. Malygina

PhD Student, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia

e-mail: admlikbez@gmail.com

Section: Media Language

The article presents a complex research of the contemporary TV-trailer genre from the communication stylistics point of view. The author reveals the extra- linguistical causes of the genre transfiguration in the modern-day TV trailers, as well as the tactics and strategies of trailer production; the main genre intentions are also determined and follows up on the genesis of the genre. In the article, the essential traits of the genre and rhetoric means of text-handling have been determined, and communicative failures and linguo-ethical concerns analyzed.

Keywords: TV trailer, genre, transfiguration, on-air promotion, promo, communicative failure, linguo-ethical concerns