Leschenko O. Structural-Semantic and Communicative-Pragmatic Properties of German and Ukrainian Advertising Slogans.

The paper focuses on a comprehensive analysis of the slogans used in advertising by German and Ukrainian financial, insurance and consultancy companies. At the first stage of the research the lexical-semantic, stylistic and syntactic properties of the advertising slogans were described. At the second stage the communicative and pragmatic properties of the advertising slogans were studied in terms of communicative strategies and tactics. Two communicative strategies, i.e. the strategy of encouraging the consumer to choose the proposed service and the strategy of positioning the enterprise on the service market, have been distinguished. The communicative strategies are implemented with the help of the communicative tactics (8 and 5, respectively). It has been found that a combination of structural-linguistic and communicative-pragmatic methods permits to describe the language which is effective in advertising communication. The proposed structural-semantic and communicative-pragmatic model of the comparative analysis of German and Ukrainian slogans was instrumental in highlighting their common and distinctive characteristics of the linguistic, strategic-communicative and cultural nature.