Larkina M. Cognitive and communicative peculiarities of the text type "institutional advertisement" in the modern German language

This thesis focuses on the study of cognitive and communicative peculiarities of the text type "institutional advertisement" and the means of its verbal expression in the modern German language. The place and the role of this text type in the institutional discourse have been elucidated, while a methodology for the analysis of the cognitive and communicative organization of this phenomenon has been developed. Theme-ideographic types have been singled out and the frame structure of this text type has been characterized. Conceptual space of institutional advertisements is outlined within the cultural context of the German language. The means of their syntactic arrangement have been established along with communicative and pragmatic peculiarities of the texts under study, as well as their tactical and strategic specificity.