Samarina V. German Advertising Discourse: Pragmatic, Cognitive and Linguostylistic Aspects

The object of the research is modern German advertisement as a text and discourse type. The objective of the research is to figure out systemic links between linguostylistic, linguopragmatic and linguocognitive aspects of an advertising discourse in German to determine language means of advertisement generation and functioning. Methods: linguopragmatic, linguocognitive and linguostylistic analysis: stylistic, semantic-syntactic, cognitive-semantic, contextual, cognitive-informationaland linguo-synergetic method. Theoretical value: contribution to pragmastylistics (definition of speech strategies of advertising discourse, codes of primary and secondary advertising, description of actual division and stylistic figures of an advertising text); cognitology (singling out and description of textual concepts and their frame presentation); discoursology (application of synergetic methods to advertising discourse). Practical value: usage of result in lecture courses in “Style and its modeling in communicative-speech activity”, “Linguistic methods of figuration and expressivity”, “Functional styles”, as were as in special courses of linguopragmatics and linguostylistic interpretation of the text. Scientific novelty: for the first time characteristics of German advertising have been ascertained in the unity of linguostylistic, linguopragmatic and linguocognitive aspects; speech strategies of advertising have been described; linguistic advertising factors as a text and discourse type have been determined; linguocognitive and linguostylistic subsystems of advertising text and discourse have been described; principles of coherence of advertising text and its semantic and syntactic particularities have been found. For the first time, synergetic method has been introduced into a research to ground self-organisation of advertising discourse. Sphere of use: higher educational institutions.