Snigireva O.M., Talalay T.S.
LINGUISTIC PRAGMATICS OF THE ADVERTISING TEXT ^{[№ 11 ' 2017]}
The pragmatic function of advertising messages increasingly is the object of modern linguistic research, since the effect on the addressee is the goal of any advertising text. The advertising message as the unit of communication has its own linguistic expression and pragmatic functions. The linguistic expression of the pragmatic function of advertising texts in different languages is different, which is due to linguistic and cultural specifics. The research is based on a corpus of advertising texts provided in the German magazines “Der Spiegel”, “Cosmopolitan”, “Petra”, “Brigitte”, “Geliebte Katze”, “Happy Way”. An important aspect in the study of pragmatic functions of the advertising text is the selection of linguistic means of creating vivid and memorable image, which actualizes the emotional capacity of verbal influence on the recipient. The results of the research show that the main language means for expressing the pragmatic function of German-language advertising texts, in contrast to Russian-speaking ones, are key words, stylistic figures, neologisms, Anglo-Americanisms, phraseological units, elements of colloquial speech and sentence structure. From the above it follows that the use of linguistic tools to perform pragmatic tasks is to attract the attention of potential consumers and create his motivation for the purchase of goods or services.

Talalaj T.S.
TO A QUESTION ON AN ADVERTISING DISCOURSE (ON A MATERIAL OF TEXTS OF GERMAN ADVERTISING) ^{[№ 11 ' 2011]}
Given article is devoted prominent features of language of German advertising and structure of the advertising message. Here main principles of the effective advertising, some laws of construction of the advertising message are considered, levels of psychological influence of advertizing are allocated; and also features of the advertising focused on youth.