Advertisement work: typological and genre characteristics, the problems of editing

http://dx.doi.org/10.20339/PhS.5-16.075

Inshakova Nataliya G.,

Candidate of Philological Sciences, Associate professor,

the Editing and Publication Department, Faculty of Journalism

Lomonosov Moscow State University

E-mail: inshakovamgu@yandex.ru

We determine an approach to the concept of “literature”, “creation’, “genre” in terms of editing theory and practice. We also specify remarkable features of an advertising work, present its main typological issues; discuss the genre capacity of advertising literature and determine organization and creative problems of editor's intervention in advertising materials.

Key words: advertising, purposiveness, reading audience, information type, editing.

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