Post produktowy jako forma reklamy na Instagramie na przykładzie artykułów kosmetycznych

The subject of the study is the form of statements made by users of the Instagram platform, which was defined as a product post. The study tried to determine the features typical for the genre of statements, which are product posts. The research procedure included the analysis of the visual and verbal layer of the post. The main thematic axes of posts, communication strategies and the persuasive frame were sdistinguished. Determining these features allowed us to state that a product post is an advertising message. The hypothesis was confirmed that the product post has a constant theme and structure and performs functions specific to advertising.