Linguistic features of German advertising texts

In this article the author provides a detailed analysis of the features of modern German advertising. The focus of the study is on the advertising text and its linguistic features within the framework of German-language advertising. The main stylistic techniques that are most effective in attracting the attention of consumers are identified. In addition, the topic of word-formation means in German advertising, specifics of advertising slogans of German advertising, as well as some features of translation of German advertising texts are touched upon.