БУКТРЕЙЛЕР У ВИДАВНИЧОМУ ДИСКУРСІ (НА МАТЕРІАЛІ КНИГ У ЖАНРІ ФЕНТЕЗІ)

In the article, the author analyzes the book trailer in the system of paratexts of publishing discourse. It is noted that three levels are important for a book's composition: the text itself, the author's paratext, and the publishing paratext. Discursive genres of publishing paratext distinguish the main text of the book and the author's paratext. Two categories of paratext are outlined: peritext – elements that physically surround the author's text; epitext – elements outside the text but related to it. The need for critical reflection and improvement of the scientific interpretation of a new genre of publishing discourse – book trailer, in which the author's text, publishing and author's paratexts are implemented is emphasized. It has an integrative nature and combines epitextual elements with peritextual ones. The purpose of the study is to determine the place of the book trailer in the system of publishing discourse. Tasks: to outline the features of institutional publishing discourse; to clarify the place of the book trailer in the system of paratexts; to establish the types of book trailers for books in the fantasy genre that demonstrates the unity of the text itself, the author's and publisher's paratexts. The author emphasizes that book trailers are short advertising videos that reflect the book's plot and are aimed at its promotion. As the analysis of the factual material has shown, the structure and content of book trailers for books in the fantasy genre vary depending on the publisher's and author's paratext. All channels presenting information about the book (image, text, music) complement each other, ensuring the integrity of the perception of the actual literary text. It is proposed that three types of book trailers for books in the fantasy genre be distinguished. According to the method of presenting information, epic book trailers are described, which offer consumers general information about the book and outline its main storyline; emotional, focusing on the feelings and emotions of the viewer; mystery book trailers, which hide information about the book and encourage viewers to learn more about the book. According to the style, game book trailers are described, in which actors act out fragments from work, and animation book trailers, where the art of drawings presents the author's text. Game and animation book trailers can differ in the way they present information. The author concludes that the categorization of a media product depends, firstly, on the author's and publisher's paratexts, and secondly, on the text itself in the fantasy genre.