Linguistic features of German car advertising

In this article, the author analyses the specifics of German-language advertising texts of German car manufacturers. This topic is of particular interest due to the fact that it is in the automotive industry that Germany is best known around the world. In this context, German car advertisements are one of the most common thematic types of German advertising that can be encountered in everyday life. The paper focuses on the linguistic and stylistic specificity of German car advertisements and identifies the main challenges for translators and linguists when dealing with content of this type.