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ON A SPEECH GENRE IDENTITY

The article is focused on the illocutive function of speech utterance as its genre identification criterion. Various approaches to the problem of genre identity are characterized briefly. The emphasis is put on polyintentionality of the communication unit, complexity and multidimensionality of its genre form. Considering M. M. Bakhtin’s ideas, illocution is described as normative (for a subject) initial direction of the speech design development. According to authors’ hypothesis, regular actualization of the set of illocutive elements (A. Wierzbicka) in different relatively stable conditions of communication presumes forming of a genre model that has invariant and multiple variants. Communication conditions are considered as factors of the immediate situation and broad social environment. The variation in the genre of advertising is analyzed in accordance with the introduced assumption.

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