Saienko O. Communicative Characteristics of German-language Texts in "Company Profile" Digital Genre.

The objective: to single out ways and means to realize the communicativity of texts in "Company profile" digital genre. The object: the texts in the above mentioned genre from websites of companies in Germany, Austria, Switzerland. Methods used: content-analysis, semantic analysis, quantitative analysis. The novelty of the research: genre creating features of PR texts in "Company Profile" digital genre are determined; informational-structural and stylistic peculiarities of electronic hypertexts are characterized; linguo-stylistic, formal structural and graphic peculiarities are singled out and systematized. Theoretical significance: The research may help to establish the branches in linguistics, studying digital texts as it determines text qualities relevant for the typological description of electronic PR texts, presents factors influencing the establishment of communicative pragmatic norms for the texts in "Company Profile" digital genre. Practical value: the results can be used in General Linguistics, German stylistics, Theory of Communication courses; special courses in text linguistics, linguopragmatics, web-design, in Pr theory and practice.