The promotional genre fast-food tray lining: A colony of genres

ABSTRACT

This article intends to discuss the genre of discourse fast-food tray lining, seeking to analyze how it integrates social practices, while it is generated and configured by them. Its nature is applied research, whose objective is the practical application of science. This reflection considered the Swasian concept of discourse genres and the Bhatian concept of a colony of genres. The genre colony is a grouping of genres that establish a set of complex relationships within and through different discursive domains according to the communicative scope to which they propose. Analyzed under the bias of promotional discourse, the fast-food tray lining genre blends into itself other genres which maintain interface with this one and other discursive domains from which they originate. The results seem to confirm the hypothesis that each genre blended in the fast food tray lining contributes to the achievement of communicative purposes of a promotional nature.

Keywords:
Genres; Genre colony; Fast-food tray lining