Two-phase creative texts as a new genre of congratulatory discourse

This article describes a new genre of congratulatory discourse two-phase creative texts. It analyzes the texts of modern greeting cards, as well as texts on bento cakes and substantiates the legitimacy of identifying this genre, taking into account a number of genre-forming features. We claim that the text of a creative greeting card has moved from paper to a confectionery product, that is, the creative greeting card (literally and figuratively) is now the cake and its packaging. The article proves that two-phase creative texts have a special structure they are parceled and placed on different surfaces, that is, locally separated, due to which a two-stage perception of the text occurs. This structure increases the pragmatic potential of texts of this genre and determines the mechanism of their linguistic creativity. The functional feature of these texts is their pronounced humorous dominant, colloquial nature, playfully ironic tone, unpredictability of the second part semantics of the text, which affects its stylistic characteristics. Two-phase creative texts are also characterized by precedent. The article connects the emergence of two-phase creative texts with the development of congratulatory discourse and the strengthening of the mass linguistic creativity role in modern society.