EN
Among many advertising strategies there appeared recently a special one: an advertising which refersto itself in metacommunicative way. An advertising medium, a formal component (e.g. a headline), an advertising design as well as a transmitter and receiver become themselves a persuasive, directly verbalized theme of an advertising. This creates a unique metacommunicative parallel text, which forms together with other advertising elements through words and image a whole advertising. This self-referential strategy allows a recipient to recognize the advertising as a text class, because of his/ her passive knowledge. Through that an advertising meets the persuasive function of aestheticization, acceptability, comprehensibility and attractiveness.