The article is an attempt to show the mechanisms of creating an image used to create
promotion texts placed on the Internet sites of artistic agencies acting as an agent in
organizing the so called events. From this point of view, the strategic text position, that is,
the beginning and ending of the message, were analysed. In most of the texts in question
one can notice a relatively accurate realization of a selected genre model, however, sometimes
decisions were made to modify it, which was caused by a desire to strengthen the
message and its personalisation
