The article is devoted to the phenomenon of the changes of traditional genre forms under the
influence of new types and new means of communicating. A starting point for the considerations
is the question on the genre as a taxonomic category as such and its usefulness these days in the
situation when changes of old categories have become the fact and when a genre loses its normative
value becoming a blurred category. A difficulty in using the genre category is illustrated by
a contemporary type of advertisement texts where the genre borderlines are difficult to define and
the phenomenon itself is difficult to capture as a cohesive text of existing formal frames because
of its multiple forms and multiple codes. Advertisement absorbs many genres, transforming and
not defining any of them. They form a kind of a genre amalgamation which is deeply fundamental
in nature and has a palimpsestically revealed narration
