The slogan as a key component of German-language advertising

In this article the author investigates the problem of integrity and interconnectedness of an advertising text through the prism of such key component of advertising as a slogan. On the example of German-language advertising, the main features and trends in the development of slogans in modern marketing have been identified. The authors revealed the basic tools and techniques to make an advertising slogan more attractive to the target audience, which allows to encourage consumers to purchase the advertised goods and services with greater efficiency. The role of advertising slogan in the context of the overall functioning of advertising in the modern world is concluded.