Discourse and manipulation : the miscegenation of genres in written press

Abstract

This paper focuses on the appearance of certain instances of "intermediate genres" in written press derived from the miscegenation of press editorials and adver-tisements. It analyses the case of a specific advertisement and health editorial printed in VIP - a Portuguese social magazine - in April 2010. It appeals to a theoretical frame-work from Discourse Analysis in order to prove the miscegenation of genres between the two chosen texts. Four aspects are developed: the context and co-text of the ana-lyzed discourses; the genres involved; the language and paralanguage used; the prag-matic values activated - locutionary, illocutionary, perlocutionary.The study aims at proving that different genres combinations formed from adver-tisements and other types of discourse, especially in media discourses, are a sign of the colonization that advertising carries on other discourses financially dependent on it