Bezuhla T. English and German advertising discourse: polycode linguistic and pragmatic approach

The object of the research is modern English and German advertising discourse (EGAD) in written consumer advertising texts. The subject is linguistic and pragmatic characteristics of modern EGAD of printed mass media in ethnopragmatic and polycode aspects. The aim of the research is to establish shared and ethnospecific linguistic and pragmatic characteristics of modern EGAD in terms of ethnopragmatic and polycode approaches. The methodological basis is provided by the principles of discourse pragmatics and ethnopragmatics as well as polycode approach to text analysis. The main research methods are: discourse and pragmatic methods, polycode text analysis, and comparative analysis. The scientific novelty of the research consists in developing discourse pragmalinguistic polycode methods of analyzing EGAD of printed mass media; building its linguopragmatic model; identifying shared and ethnospecific features of English and German advertising discourse. The theoretical significance of the research consists in its contribution to discourse and pragmatic studies in linguistics, cultural linguistic studies, socio- and ethnopragmatics, including theories of text creolization, speech acts and implicatures. The research findings can be applied in teaching the courses of theoretical grammar of English and German, lexicology, stylistics, general language studies, pragmatic linguistics, cross-cultural communication theory, discourse studies, text linguistics, as well as psychology, advertising and PR management.