On the question of the features of communicative strategies of English- and German-language advertising discourse

the relevance of the study is due to the emergence and dynamic development of new advertising formats, the increased influence of advertising on socio-cultural processes. Analysis of the features of communicative strategies of foreign-language advertising discourse can help to reveal the mechanisms of opinion formation, decision-making by potential buyers, manipulation of consumer behavior in various linguacultural communities. The purpose of the article is to present the results of the study and comparative analysis of the features of communicative strategies of English- and German-language advertising discourse, allowing to identify its universal and cultural-specific characteristics, which is of interest in the context of intercultural communication and the creation of models of effective foreign-language advertising. The results of the study can also be used in the field of translation studies, teaching foreign languages and developing international advertising campaigns.

linguistics, intercultural communication, advertising text, advertising discourse, linguistic features, communicative strategies, linguacultural context