Authors
- Belyaeva Maria V. PhD (Philology), Professor Russian Federation Moscow
Annotation
Within the framework of the triad, discourse – text – word presents some linguistic and stylistic features of the German advertising text, which allows you to see the peculiarities of organizing texts of this type vertically from universal (general) to specific lexical means. The article accepts the proposition that discourse consists of thematically deterministic texts, and texts constitute the living fabric of discourse. Characterization of advertising discourse in German is given in order to systematize its main linguistic stylistic means, represented by universal language units to form the style of advertising discourse. It is noted that national-cultural features that form the linguistic picture of the world and the mentality of the nation are also implemented in advertising discourse, which is confirmed by the above examples borrowed from German sites that are in the public domain. The analysis undertaken in the article allows us to conclude that German advertising texts use a wide range of linguostilistic means, preferring thematically relevant words and phrases that form both a rational perception of the product’s qualities and its emphasized emotionally determined assessment in a potential consumer.
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