PECULIARITIES OFADJECTIVAL VOCABULARY IN MODERN GERMAN ADVERTISEMENTS

Abstract

The proposed article highlights one of the aspects of the study of the peculiarities of the functioning of adjectival vocabulary in advertising texts in modern German-language newspapers and magazines. The attention is focused on the adjectives that form the LSG to denote the quality of an object, internal properties, external features, etc. that occur in advertising texts. A comprehensive methodology of information processing was used, including analysis, synthesis, comparison, generalization, descriptive and statistical (chi-square criterion, coefficient of correlation) methods. The research material was 205 advertising texts from the newspapers «Die Zeit» (2016, 2021), «Der Spiegel» (2021), «Burda Style» (2021), brochures about education and educational institutions, online resources, etc. in which 1773 adjectival lexemes were identified. In the course of the study, the LSG of adjectives and advertising areas were classified. Based on the results of frequency characteristics, high-frequency, medium-frequency and low-frequency LSG of adjectives are identified. The lexical analysis of the advertising material has revealed significant syntagmatic relations in the model «studied adjective LSG + studied sphere of advertising», as well as the degree of connectedness of word combinations. During the research of the advertising slogan, it was found that the presence of significant syntagmatic connections of LSG adjectives does not depend on the frequency of their use with selected areas of advertising; word combinations, the essential syntagmatic connections of which are characterized by a high degree of connectivity (K ≥ 0.3), belong to the stable context elements; the most significant connections of the studied LSG are with the following areas of advertising: the field of fashion, the field of goods sales, the field of alcohol sales, the field of beauty, accessories advertising, magazine and newspaper advertising, the field of media space, the field of education, the field of tourism, the literary field, the field of employment, the medical field.