Promotion of a book in the publishing Internet discourse

Research in the field of discourse is still relevant and affects various social practices, not excluding the activities of the Institute of Book publishing. The interest in it is caused, firstly, by the ongoing discussion about the concept of "book", its material and spiritual dimensions, as well as its further fate in the postmodern information digital society. Secondly, the peculiarities of the publishing discourse itself (hereinafter referred to as the ID), which are due to the specifics of the book as its main product. Such features include the intersection of several discursive practices, for example, commercial and cultural and educational. Within the framework of this article, a special type of ID is considered – publishing Internet discourse.

Modern book publishing is an actively developing industry striving for innovations in the system of communication with the consumer (reader). The publisher is an important intermediary in communication between the author and the addressee.

The study of ways to promote a book in the space of publishing houses' Internet sites will complement the content of the concept of "publishing discourse", as well as identify the main tools for creating the attractiveness of the promoted product. We consider it equally important to establish similarities and differences in the positioning of one work by different publishers, which will allow us to identify typical linguistic and linguopragmatic features of the publishing Internet discourse.

By publishing discourse we mean, following L. G. Vikulova and I. V. Makarova, "the product of institutionally conditioned communication determined by social conditions, whose verbal dominant is reflected in the totality of texts characterized by genre and pragmalinguistic originality" ^{[3, p. 25]}. The studied type of discursive practice is implemented in the Internet environment, and therefore has dynamism.

To establish methods and tools for promoting a book in the publishing Internet discourse, it is necessary: 1) to describe the features of the publishing Internet discourse in the communicative aspect; 2) to consider and compare the ways of promoting the book on the websites of publishers; 3) to conduct a comprehensive analysis of the texts of annotations and other types of paratext presented on the websites of publishers.

The material for this article was the pages of three English-language publishing websites dedicated to the book "Confessions of a Bookseller" by the Scottish writer and bookstore owner Sean Bytell. This is a work in the genre of non-fiction, which is directly related to the ID, as it tells in the form of diary entries about the owner of an antique bookstore in Wigtown (Scotland). The book is positioned as a biography and memoirs. This is a personal diary, which also includes the characteristic features of the accounting book (it contains information about the number of books sold, revenue, online orders completed, the number of buyers per day).

The book market and publishing, along with other branches of economic activity, faced the challenges of 2020, but book sales increased due to the fact that "the book industry had the opportunity to adapt to new realities better than a number of other industries" ^[6]. The report of the Book Industry magazine for 2020 shows an increase in sales of both printed and electronic books, as well as audio books.

The transition to the space of network communication caused a change in the methods and quality of dialogue in the system [author – publisher – bookseller – reader]. The verbal-visual unity of information on the websites of publishers and bookstores, their hypertextuality and interactivity make it possible to significantly expand and diversify the channels of communication with the final addressee. It seems that the pragmatic orientation towards the promotion of a special kind of product – a book – is realized in an online environment differently than on a material medium – the cover of a book. Thus, the publishing paratext posted on websites, in our opinion, combines peri- and epitextual features. For example, the sphere of functioning of an advertising annotation moves from the cover or dust jacket to the Internet sphere, where it is already found separately from the physical boundaries of the book. The publisher's website is an example of a semiotically complicated text ^{[3, p. 24]}, where verbal signs are adjacent to other sign systems (symbol signs, for example, "asterisks" to indicate a rating or icon signs in the form of a pictogram denoting an e-book). The site space creates the necessary favorable environment where the addressee can find the right publication with the least time, his choice is simplified not only by the navigation system, but also by all kinds of polycode sources (video, audio, hypertext links (hashtags, function buttons, etc.).

ID is associated with marketing (advertising) discourse, the unit of which is the promotional text ^{[13, p. 208]}. Since the websites of publishing houses are considered in this paper, it is advisable to talk about the publishing Internet discourse.

Marketing and advertising components are implemented through linguistic and extralinguistic means of expressing informativeness, persistence and manipulativeness ^{[3, p. 19]}. The publishing house's communication with both representatives of the book trade and with the end user (reader) is mediated by the Internet space with its characteristic interactivity and hypertextuality.

Publishers use strategies of informing, persuasion, influence, to promote book products, while taking into account the current preferences of a wide audience of readers or its narrower stratum. According to E. Pavlovskaya, the book is not addressed to a specific reader, but is intended for some group of consumers. The reading public determines the effectiveness of the book and its success, while the book itself implements the function of educational influence and forms the tastes of the audience ^{[11, p. 90]}.

The book is the result of the work of not only the author, according to M. N. Kufaev, "the book is the embodiment of the threefold torment of creativity," where the three participants in the process are understood to be the author, publisher and seller ^{[9, p. 156]}. The ultimate goal of their creativity is to convey the content, ideas, meaning laid down at each stage of the creation of the book. Taking into account the Internet as a communication channel between all participants in the process, the factors of computer-mediated communication should also be taken into account. According to A.V. Kaverzina and M. Y. Chernyshov, communication between the author and the reader is preceded by other discursive relations between agents: "author – editor", "editor – reviewer", "author – reviewer", "author – artist", etc. ^{[8, p. 200]}. All this forms the ID as an institutionally conditioned communication ^{[2, p. 65]}.

In addition to the listed subdiscourses, there are "features of business, PR and advertising discourses" on the publishing house's website ^{[12, p. 5]}. This aspect expands the boundaries of publishing discourse, making its study an interdisciplinary problem.

Despite the complexity of the ID, at the center of communication at all levels is the book "as a carrier of thought and words and as a specific phenomenon of material culture that exists for the purpose of human communication" ^{[9, p. 97]}.

In the market, a book is the same product that needs advertising and promotion, but the marketing strategies used for this are different from the usual appellative texts of advertising consumer goods. A book is not only a material product, but also a cultural and intellectual source of ideological and spiritual values ^{[1, p. 11]}. The success of the book, its "saleability" is greatly influenced by the advertising publishing abstract. In the conditions of network communication, its capabilities are significantly expanded due to polycode and hypertextuality.

Annotations indirectly call for the act of purchase, they advertise [convince] informing "... advertising discourse adopts an informative aspect to camouflage a purely persuasive intention" ^{[18, p. 44]}. Strictly speaking, they call for reading, not buying. As N. S. Ivanova notes, the abstract has an advertising-argumentative character, which brings the ID closer to the advertising one ^{[7, p. 115]}. According to L. G. Vikulova and N. S. Ivanova, the annotation genre "does not provide for direct actions of consumers, but performs mainly communicative tasks to inform the target audience, contributing to the positioning of the book as an intellectual product in the book market" ^{[4, p. 15]}. According to G. Valor, persuasion prevails over information, but persuasion is achieved by including fragments of reviews and reviews of fellow writers ^{[18, p. 44]} or journalists. With such indirect exposure, the probability of rejection or irritation of the addressee decreases (unlike intrusive advertising of consumer goods).

Along with the book cover and the author's name, the abstract is a powerful tool with which the book is advertised and promoted. The publishing abstract is the unity of the communicative and commercial ^{[3, p. 30]}.

In the English-speaking environment, the term blurb is used to denote a publishing advertising annotation, which in turn includes such types of text as a summary of the content (summary or synopsis), an approving review or a certificate of a well-known person about the quality of the product (endorsement or praise), A laudatory review can be written either by a journalist, a well-known author, or a special a hired copywriter. So, there are the terms blurber/blurbwriter and endorser, which indicate the separation of responsibilities when preparing an annotation. Short excerpts from newspaper or magazine reviews are also distributed, the selection of which is carried out in advance. If "the text on the fourth page of the binding is fully reproduced in the annotation on the publisher's website" ^{[14, p. 107]}, then the website may contain text that is not present on the cover of the printed book. Processing the texts of reviews and extracting from them the "necessary" positive and approving comment is, according to G. Valor, a fact of manipulation ^{[18, p. 60]}.

Among the mandatory elements of the advertising annotation, a selective presentation of the content side of the book is noted (in order not only to familiarize with the plot and the main characters, but also to create intrigue – unusual situations or plot twists are mentioned, but not disclosed).

As a result of analyzing information about the book "Confessions of a Bookseller" on the websites of three publishers (Profile Books, Godine Publisher, Ulverscroft), we compared three annotations. The Profile Books publishing house ^[15] places a text of 162 words, with an average annotation volume of 100 to 120 words ^{[19, p. 195]}. In Figure 1, you can see that there is a graphic highlighting of significant parts in the text: an assessment in the form of an attributive phrase A S unday T imes bestsell er, an assessment in the form of a quote from a review indicating the source "Irreverently funny... kept me giggling all week» ^[15]. A quote from the book itself is presented separately without a direct indication, which arouses the curiosity of a potential reader. The use of personal deictic pronouns in a quote from the book creates intrigue, since the reader cannot yet establish who the sender and recipient of the replica are. 

Fig. 1. Abstract on the website of the Profile Books publishing house ^[15]

The elements that create intrigue include the use of the nickname of one of the actors Granny, whose origin is revealed only in the middle of the book. Publishers accompany the name with the evaluative adjective neurotic and mention of the character's activities (likes digging for river mud to make poultices), which enhances the effect of surprise.

The annotation information block includes: the author's name and occupation, place of action, description of the store and the area around, mention of real events described in the diary (Wigtown Book Festival), a reference to the first book in the series "The Diary of a Bookseller" and its imminent adaptation for television. The latter fact should also be attributed to the ways of expressing an objective assessment.

The value of the annotation is also reflected in the choice of partial content, since a large proportion are adjectives of different semantics, which are embedded in the chain: "More from everyone's favorite misanthropic antiquarian bookseller" ^[15]. The combination of favorite misanthropic antiquarian bookseller contains an oxymoron, which is further supported by a combination of contradictory characteristics Sardonic and sympathetic in equal measure. Among the words with evaluative semantics and modality of emotional evaluation, we distinguish the following: funny, idyll, unfortunately, bizarre, invasions, joys and frustrations, love.

A manipulative strategy is involved in the last sentence of the annotation: "Sardonic and sympathetic in equal measure, Confessions of a Bookseller will reunite readers with the characters they've come to know and love" ^[15]. In combination with a reference to the first book of the series, this statement represents that the reader is already familiar with the characters as an immutable fact. Such a manipulative strategy can cause both the described desire to continue acquaintance with the beloved characters, and to form a feeling of awkwardness from the lack of the described knowledge / experience, which can also lead to the desired action – the purchase of two books already.

In addition to the abstract text, five excerpts from reviews are presented in a separate block on the publisher's website under the general heading Reviews for Confessions of a Bookseller. Quotations contain both the name of the author and the name of the publication in which they are published, i.e., if necessary, the reader, while on the Internet, will be able to read the full text of the review. This section contains both factual information and a subjective assessment by journalists. Examples of factual information include the following fragment: "The second volume of memoirs by the Wigtown bookseller Shaun Bythell" ^[15]. Subjective evaluation is observed in the following examples: as absorbing as the first; Bythell has a good ear; he comes across as a generous, largely genial figure; irreverently funny and only borderline legal; a gentle human comedy; as soothing as a bag of boiled sweets and just as tempting to dip into; Written with caustic wit...a diverting and congenial read. It is from fragments of reviews that we learn about the genre of "memoirs", in addition, one of the excerpts mentions comedy (gentle human comedy), which most likely indicates not the genre, but a certain amount of humor, which the author most often uses in the form of irony, and sometimes sarcasm, as evidenced by the following lexical units: self-flagellation, not self-serving, caustic wit. The frequency in quotes from reviews are comparative turns: as absorbing as, as soothing as (a bag of boiled sweets), just as tempting to dip into. Adjectives with positive semantics also prevail among the parts of speech: good, generous, genial, gentle, soothing, congenial. Traditionally, fragments of reviews are given with some omissions.

Information about the author is presented on the publisher's website in a separate block. It is supplemented with a photograph and contains factual data without any evaluation, except for an indication of objective parameters - "His books about life running Scotland's largest second hand bookshop have been international bestsellers and translated into many languages" ^[15].

There is no indication of the target audience in any of the text blocks, but a significant part of the description is devoted to the character of the author and the main character, who is presented as a very contradictory, creative and active personality, with a good sense of humor, amazing observation and a penchant for irony. Such characteristics should attract a certain circle of readers and, in our opinion, replace the direct reader's address.

The automatic analysis of the three sides (abstract, reviews and information about the author) showed that the texts in their entirety are descriptive. The TROPES program ^[20] identifies the following main most frequent semantic fields: language, literature, business, media, feeling, entertainment, as well as text, United Kingdom, place of business. Keywords are highlighted in the References category, including the first and last name of the author and hero Shaun Bythell, as well as the words merchant, book, Wigtown, Scotland, bookshop, shop. Morphosyntactic analysis showed that the information about the book presented in three blocks contains mainly state verbs (stative verbs), for example, to be, to live, to stay, to keep, to become, to have and reflexive verbs (reflexive verbs), for example, to like, to see, to go for, to dip into, to know, to understand. Among the means of communication (connectors), those that are used to add new information (and union) and comparison (repeating union) prevail as...as ). Objective adjectives make up 70.5%, and the program also included ordinal numerals among them.

In addition to the three text blocks described on the page of the publisher's website dedicated to the book in question, there is additional information, some of which is presented in the form of hyperlinks. Such additional information includes links to other publication formats (Paperback Hardback Ebook Audiobook), links to bookstore websites where you can buy a book, metadata indicating the subject area to which this publication belongs (Biography & Memoir, Humour & Gift, Reference), links to other books by the author under the heading Related Books. The two books presented there are accompanied by a brief annotation.

Thus, the analysis of the near–textual organization of the book by Sh. Baitell "Confessions of a Bookseller", presented on the website of the British publisher Profile Books, showed that the promotion of the book mainly takes place with the help of annotations and quotations from reviews - they contain both means of objective and subjective evaluation. Evaluation at the linguistic level is contained in the lexical units of the substantive and qualitative classes. A positive assessment prevails, but there are also lexemes with a negative connotation that attract attention and arouse interest in a potential buyer-reader. Interactive forms of interaction with the Internet user are not used on this site, and hypertexuality is minimized.

If we consider the text of the publishing annotation from the point of view of coherence and coherence, then the integrity of the text is certainly present, but the connectivity between the constituent parts of the annotation is not always traced. This observation is consistent with the opinion of T. E. Litvinenko that discourse can exist in the form of separate, unrelated segments ^{[10, p. 92]}.

Analyzing the space of the British publishing house's website, we came to the conclusion that information about the author, genre, place of the work among other works, as well as forms of absolute evaluation (quotes from reviews) is removed from the main annotation, however, we believe that they should be considered in a single ensemble, since each of these parts complements and enhances "advertising-documenting" orientation, combining objective and subjective, rational and emotional ^{[14, p. 105]}.

Let's turn to the second edition of the book, which is a special one. Ulverscroft Publishing House ^[17] is a British imprint that publishes books in large formats. The book "Confessions of a Bookseller" was published by this publishing house in January 2020. The abstract, which consists of 131 words, is given on the website under the heading Synopsis. As can be seen in Figure 2, there is no graphical selection. The text is not divided into paragraphs, quotes are also missing 

Fig. 2. Abstract on the website of the publishing house Ulverscroft ^[17]

A sentence starting with the opposite conjunction "But if you think his days are taken up with sorting through rare and valuable first editions, snoozing by the fire with the latest literary gem, or chatting with interesting, well-informed readers ...think again" ^[17], on the one hand, creates intrigue due to designations of the expected development of the plot and indications of the fallacy of such expectations, and on the other hand, creates the effect of a dialogue with the reader. Further, the text contains a number of indications of why the real situation of working in a bookstore is far from the expectations of a potential reader. This is done using the following lexical means: far from the idyll you might imagine; bizarre requests from customers; locked in an endless struggle with Amazon and terrorized by his bin-diving, poultice-making employees; trials and tribulations. In addition to lexemes-names of negative experience, there is a pronoun of the 2nd person you, which creates the effect of a dialogue with the reader. The final sentence, using the compound preposition from ... to, briefly conveys the entire content of the book: "This is the inside story of a life lived in books: from the pleasures of the unexpected find to the friendships forged over shared tastes, and the sadness of finishing a really good book" ^[17]. The final words of the annotation the sadness of finishing a really good book can have an impact on the buyer-reader. In fact, they refer to the author himself, who acts not only as the owner of the bookstore, but also as a reader, throughout the book he describes his impressions of recently read books. In the context of the promotional text of the annotation, such a statement creates a positive motivation to buy and read a good book. Thus, the impact potential of this text is quite high and is achieved by different language means.

The information component includes the name of the author, his occupation, place of work, as well as some details of the plot. Speaking about the evaluation component of the annotation, it is necessary to distinguish adjectives in the superlative and comparative degrees largest, latest, sharper; adjectives and adverbs of the degree: valuable, interesting, well-informed, really good. In general, various parts of speech in the attribute function occupy an important place in this text: rare and valuable first editions, the latest literary gem, interesting, well-informed readers, bizarre requests, endless struggle, bin-diving, poultice-making employees, a sharp eye and even sharper wit, the inside story of a life lived in books, unexpected find, shared tastes, a really good book.

Automatic analysis of the text determined its style as argumentative (rather argumentative). The most frequent semantic fields include: feeling, communication, language, text. The program highlights one keyword – the name of the author Shaun. The analysis of parts of speech showed that the text is dominated by means of communication with the meaning of adding information, words with the modality of negation, mode of action, statement and time, objective adjectives prevail.

The website of the Ulverscroft publishing house was developed taking into account the needs of libraries ^[22], we believe that this is why it contains only the metadata of the publication and a brief annotation. Nevertheless, the abstract performs not only an informational function, but also has an influencing potential, its aesthetic component is represented by a number of metaphors (literary gem, struggle with Amazon). At the syntactic level, it also demonstrates a variety of means of expression (default, enumeration). Among additional observations, we note that the text of the annotation contains paraphrased fragments that were previously found in the annotation of the Profile Books publishing house, where the book was published for the first time. In Table 1, partially or completely matching fragments of annotations are underlined.

Table 1.

The similarities are noticeable even taking into account paraphrasing, replacing some parts of speech and restructuring the structure of sentences.

Next, let's look at the strategies for promoting the book by Sh. Baitell on the website of the American publishing house Godine, Publisher ^[16], in which it was published in April 2020.

The publishing abstract exceeds the recommended volume and is 185 words. Figure 3 shows that the graph uses a semiotic use of signs for the reader: highlighting the first paragraph using bold font. A quotation from the book is highlighted in italics, which is also not directly indicated. The part containing the indirect reader's address is also highlighted using bold and italics.

Fig. 3. Abstract on the website of the publishing house Godine, Publisher ^[16]

Unlike the previous annotations, in this case there is not a single adjective with a negative connotation. The focus of the advertising annotation is shifted from the character of the author (as it was in the publishing text of Profile Books) to the atmosphere in the store, to everyday life, comfort, passion for his work. Publishers "play" not on negativity and sarcasm, but on a sense of comfort, which is also created by mentioning a cat living in the store (shop cat not included; a portly cat named Captain). The same strategy is supported by the adjectives used: cozy, funny, ending, warm and welcome. Separately, an indirect call to reading should be noted, which is introduced through such constructions as something no book lover should miss; It's for any reader looking for the kind of friend you meet in a bookstore. The text also has adjectives in the comparative and superlative: the next best thing, Scotland’s largest used bookshop, with a sharp eye and even sharper wit. As for the content of the annotation, it includes the following information blocks: an indication of the genre – memoirs, places of action – Scotland, Wigtown, a description of some details of the interior of the bookstore, a description of the routine activities of its owner – Sean Bytell, a mention of some features of his character. The text is dominated by words related to the topic of books: bookseller, bookstore, books, book lover, libraries, reader. There are no elements in the annotation that create intrigue, there are also no references to the previous book in the series. In general, the content of the annotation contributes to the intimization of the dialogue with the reader.

The section with quotes from reviews is presented separately under the heading Praise for Shaun Bythell and Confessions of a Bookseller and includes 11 excerpts indicating only the source of the publication, which is not difficult to find. Most reviews emphasize Bythell's literary talent, his observation and wit: Bythell's curmudgeonly charm; Bythell's wicked pen and keen eye for the absurd; Bythell is a skilled writer; an amenable fellow turned antisocial old misanthrope; Bythell remains an unwavering correspondent; Blythell's witty descriptions; Bythell's sharp wit; written by someone shaking his head at the eccentricities of his fellow human beings.

In addition to praising the author, the reviews also note the merits of the book itself: Incredibly droll and sometimes elegant, this is an engaging account of bookstore life, Bighearted, sobering, and humane; amusing and often cantankerous stories [that] bibliophiles will delight in, and occasionally wince at...; a full, appealing world popularized with colorful characters; an endearing and thoughtful book; A heart-warming love letter to books and bookshops; a true road map for those who treasure the written word and the containers of those words; anything but boring; humorous, philosophical, personal; an easy and entertaining read. In the presented fragments there is also a quote from the book: "Avoid social interaction: always carry a book" ^[16], which reveals the character of the hero and the author.

In one of the reviews there is an indication of the target audience: stories [that] bibliophiles will delight in. The other gives a personal assessment of what he read: Bythell's witty descriptions of cheap customers, the drudgery and comfort of his daily routines and the consistent weather manages to create a sense of place strong enough to capture my flittery mind for long enough to feel settled-in near his fire, which positively characterizes the book, since its plot is able to capture the attention of a demanding reader.

The publisher's website also provides information about the author separately, supplemented by his photo (Figure 4). The text mainly contains factual information about the nature and scale of his activities, about the worldwide success of his first book "The Diary of a Bookseller". The text also includes a quote-review by a critic from the New York Times, which introduces an element of subjective assessment: "Among the most irresistible and amusing bookseller memoirs I've read" ^[16]. Next, a few lines are devoted to the description of the author's hobbies, this is done with an irony peculiar to the author himself: "Shaun's hobbies include eavesdropping on customers, uploading book-themed re-workings of Sugarhill Gang songs to YouTube and shooting Amazon Kindles in the wild" ^[16].The text ends with an unexpectedly laconic, in comparison with the previous ironic description, sentence: "He lives in Wigtown, Scotland" ^[16].

The information about the book on the publisher's website is not limited to a pre-book annotation, reviews and information about the author, but also includes other types of texts, including audiovisual.

On the Godine, Publisher website page there are a number of hypertext elements leading to third-party sites offering e-books for sale, as well as a link to another work of the author available on the publisher's website. One of the hyperlinks leads to a YouTube channel where the author of the book gives a tour of his bookstore (Watch Live from Scotland: Shaun Bythell gives a tour of his bookshop). This practice allows the addressee to experience the effect of presence, which can contribute to the selection and purchase of this particular book. A site visitor can get acquainted with the author's style and manner of presentation even before buying a book thanks to another active link to a fragment of the book (Read a sample), where the first 48 pages of the book are available. The site visitor also has the opportunity to watch a video clip in which the author reads an excerpt from his book (Watch a video by clicking above. Shaun bythell reads a brief excerpt). 

Fig. 4. The video clip on which Sh. Bytell reads his book and a brief information about the author on the website of the publishing house Godine, Publisher ^[16]

Automatic analysis of the verbal text part on the publisher's page dedicated to the book "Confessions of a Bookseller" determined the style as argumentative based on elements such as discussion, comparison and criticism. The most frequent semantic fields include: literature, language, communication, business, social group, as well as text, United Kingdom, customer. Keywords are highlighted in the References category, including: Shaun Bythell, bookshop, book, merchant, Scotland, Wigtown. These words are landmarks on which the semantic unity of the text depends.

Comparison of the annotation on the website of the publishing house Godine, Publiser with the previous one gave unexpected results. In Table 2, we have compared three fragments of the annotation of the publishing house Godine, Publiser with similar fragments from the annotation of the publishing house Ulverscroft. Similar parts are underlined.

Table 2.

The table with examples clearly shows that the changes made are quite insignificant, the formulations from the original source are used in a ready-made form, only the composition of the proposals closest to them differs. If such "continuity" in the case of the first two annotations could be explained by the fact that both publishers are British, then Godine, Publisher is located in the USA, and the fact of borrowing from earlier sources indicates that publishers do not always strive to create the original text of the advertising annotation.

The result of the analysis of the strategies for promoting one book in the publishing Internet discourse was an overview of three sites on the foreign market. Due to the available tools of network communication, the ID expands its boundaries. The websites of publishers considered have different targets, use different channels of information. At the same time, the share of verbal textual information prevails over audiovisual. Publishers Profile Books and Godine, Publisher have a similar set of promotional texts (annotations, quotes from reviews and information about the author). The American publishing house Godine, Publisher offers a variety of additional sources of information that perform the function of promotion, affect the emotional, intellectual and aesthetic aspects of perception.  Among such additional features, we highlighted the placement of an introductory fragment from the book, videos and hyperlinks to go to third-party sites.

A common genre feature of publishing annotations is generally present in all analyzed texts – it is a pronounced compliment towards the author and his work, which is achieved through the use of a variety of lexical means with emotive and evaluative meaning. It is the lexical means that are the "main weapon" of communication for the purpose of persuasion ^{[21, p. 5]}. Mandatory components of the annotation are also an assessment (by various means) and information about the author, which may also contain an assessment, for example, of his style or way of thinking. Information about the author is presented on two of the three publishing houses' websites. Quotations from the work deserve special attention, namely the principle by which they are selected for publication on the publisher's website. Graphic means (italics, bold font) are used to accentuate the quoted text.

A distinctive feature of the positioning of Sean Bytell's book Confessions of a Bookseller on the market is the deliberate emphasis on contradictory character traits of the author and the hero of the book, which are lexically represented by words with negative connotation.

In the process of comparing the texts of the annotations of the three publishers, the borrowing of fragments from the texts of earlier editions was revealed, which allows us to conclude that copywriters do not always strive to create an original text, but can resort to ready-made formulations, making minor changes to the structure of sentences.

In general, the study showed that publishing houses, having an Internet site as a platform for open interaction with libraries, commercial organizations and directly readers, use the possibilities of network communication in different ways. These examples demonstrated three different approaches: from minimal content to almost the most diverse. A list of the proposed information is presented in Figure 5.

Fig. 5. List of information headings on the websites of three publishing houses

Instagram Facebook, social networks can be used as further research prospects to compare publishing annotations for different genres of literature (fiction, non-fiction, children's, academic, etc.), as well as to study several other network platforms on which publishers are also represented – social networks Instagram, Facebook, in order to compare their strategies for promoting book products with those that they are implemented on their Internet sites.