Bondarenko M. Sociolinguistic and linguocultural aspects of the German-language advertisement.

The thesis focuses on the problem of sociolinguistic and linguocultural aspects of modern German-language advertisements. Due to the conducted survey of German-speaking respondents, the characteristic features of target audience youth were identified which is an addresser and an addressee of advertisement. The German-language advertisement has been analysed according to the sociolinguistic criteria of age, gender and professional orientation, expressed by verbal (key words, parts of speech, compound words) and nonverbal means, namely images, structure and composition of the advertisement. The usage of standard German and its national variants was examined for the first time on the material of contemporary advertisement texts taken from different printed press sources as well as from the Internet. The advertisements of Germany, Austria and Switzerland have undergone the comparative analysis, due to which the elements of ethnocultural identification, concepts cultural stereotypes and autostereotypes in advertisement texts have been determined.