GERMAN-LANGUAGE ADVERTISING DISCOURSE: COMMUNICATIVE-PRAGMATIC AND TRANSLATION ASPECTS

Abstract

Background. Communicative-pragmatic and translation aspects of advertising discourse are becoming increasingly important in the context of globalization and growing competition in the market. Advertising communications using the German language are characterized by a special pragmatic load reflecting cultural, social and economic contexts. The aim of this study is to analyze the communicative-pragmatic and translation features of German-language advertising discourse.

Methods. The study used such methods as content analysis, linguistic analysis, translation analysis and pragmalinguistic analysis of advertising texts. The sample included 15 advertising texts from 5 different industries.

Results. It was found that German-language advertising texts often use pragmatic elements that contribute to the formation of a positive product image. In particular, it was noted that most consumers are attracted to advertisements that use emotional appeals (in 3 categories), while others prefer informational aspects (in 2 categories). Advertising slogans often contain imperatives and positive associations, which increases their effectiveness. The target accents that determine translation techniques are analyzed: Volkswagen – humorous and light slogans preserve rhyme, rhythm, and accessibility for the mass consumer in translation; Bosch – an accurate reflection of the technological advantage of the product is often supplemented with culturally adapted terms, which ensures clarity and rhythm; Siemens – professionalism and reliability, emphasis on stylistic compliance with the corporate tone; Bayer – maintaining a positive connotation associated with reliability and stability.

Conclusions. The study confirmed that the communicative-pragmatic framework is key to understanding Germanlanguage advertising discourse. Advertisers should take into account pragmatic features and cultural contexts to communicate effectively with their target audience. In particular, some important aspects have been identified: adaptation to the cultural context, the use of emotional appeals and the strategic use of imperative forms.