PRAGMATIGS OF ADVERTISING DISCOURSE IN THE GERMAN-SPEAKING ENVIRONMENT

Abstract

The article explores the rapid development of linguistic pragmatics in the 20th and 21st centuries, highlighting the formation of sub-disciplines such as discourse analysis, historical
pragmatics, cognitive pragmatics, gender pragmatics, and others. Special attention is given to multimodal linguistic pragmatics, which demonstrates high potential for integration. The
study analyzes metacommunication in advertising texts as multimodal formations, focusing on the German-language advertising discourse. The term "metapragmatics" is used to
describe the discipline that studies means of managing linguistic interaction, particularly metacommunicative expressions. The article is dedicated to the pragmatics of advertising
discourse in the German-speaking environment. The research identifies the properties of metacommunicative expressions and their role in a multimodal context. The analysis is
based on 159 printed advertising texts from 1995 to 2023, employing strategic discourse, multimodality, and implicature analysis. The study's conclusions indicate the possibility of
integrating metapragmatics with multimodal pragmatics in advertising discourse. Metacommunicative expressions in advertising are multimodal, utilizing various sensory
and communicative modes to express meanings. Advertising texts demonstrate various types of metacommunicative expressions incorporated into different parts of the text. The
article makes a significant contribution to the development of linguistic pragmatics, especially in the processes of integrating sub-disciplines such as metapragmatics, discursive,
and multimodal pragmatics. The research opens new perspectives for analyzing metacommunication in different types of discourse and underscores the importance of comprehensive studies for understanding complex semiotic systems.