Discourse of German advertising: trends and strategies in modern slogans

the article tackles contemporary trends in German-language advertising discourse through the analysis of advertising slogans published between 2024 and 2025. The study aims to identify the primary linguistic and communicative strategies used in German advertisments to capture consumer attention and enhance the effectiveness of advertising messages. The analysis reveals a prevalence of concise and dynamic slogans that actively employ techniques such as parcellation, ellipsis, and alliteration. There is a noted trend towards using imperative and exclamatory sentences aimed at immediate consumer engagement. The discussion concerns the use of anglicisms, reflecting the globalization of advertising space, as well as the shift from formal address «Sie» to informal «Du», indicating a desire to establish trusting relationships with the audience. Special attention is given to the emotional intensity of slogans and the use of words with positive connotations. The study’s findings allow for the identification of key characteristics of modern German-language advertising discourse and its evolution in the context of changing socio-cultural and economic conditions.

advertising discourse, advertising slogan, linguistic trends in advertising, Anglicisms, persuasion strategies in advertising