engleski

The generic structure of the Olympic Games-related brochures

Brochures belong to the set of advertising media. The aim of this research was to analyse in terms of the degree of uniformity and rhetorical move structure a sample of eight brochures promoting a sporting competition designated by the common denominator Olympic Games – seven brochures referred to the Olympic Games as a mega sporting event and one to the Special Olympics World Winter Games – published in the period between 1956 and 2020 for the event of Olympics-related sporting contests. The established relatively stable structure of the brochures has confirmed them as belonging to the cluster of advertisements. However, since sport and sporting events, within the concept of Olympism, provide context for the analysed sample of brochures in that it is their common denominator, it seems justifiable to infer that these Olympic Games-related brochures cannot be completely identified with other brochures that promote destinations, e.g., tourism brochures. Namely, although the brochures in the analysed sample promote destinations, this aspect is inseparable from the reality of mega sporting events. Consequently, the brochures proved to display a blend of communicative purposes that seems to be more complex than that of tourism brochures. This cluster of purposes ranged from promotional, to informational, educational, health-related, cultural, environmental, to commercial ones. In terms of pedagogical implications, the Olympic Games-related brochures yield numerous opportunities for incorporating the topics pertaining to the Olympic Games in general into the foreign language teaching curricula. Ultimately, the yielded results approve the inference that the analysed brochures are to be regarded as a hybrid sub-genre.

brochures, degree of uniformity, (sub-)genre, moves structure, Olympic Games, promotion

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