Features of German Advertising Discourse in the Printed Media of the Late Nineteenth Century

Abstract

The paper is devoted to the study of German advertising discourse of the late nineteenth century, its psycholinguistic, axiological and stylistic differentiations.

The research is based on the material of German print media containing visual and textual advertising. The complex of means that constitute the linguistic-expressive and semantic-semiotic factors of the German advertising space is identified and described, and the key semiotic components of print advertising are identified. The main priorities and directions of the advertising discourse of this period are determined and the most relevant ideas and manipulative and programming factors in the advertising text are highlighted as a reflection of the advertising and information policy.