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SOURCE:    Philology. Theory & Practice. Tambov: Gramota, 2023. № 3. P. 852-859.
SCIENTIFIC AREA:    Philological Sciences
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Reflection of National and Regional Identity in the German-Language Advertising Text

Guz Maria Nikolaevna, Pigina Natalia Vladimirovna
Herzen State Pedagogical University of Russia

Submitted: 26.01.2023
Abstract. The aim of the research is to identify the linguostylistic features of the reflection of the national and regional identity of Germans in the polycode advertising text. The main content of the paper is a study of advertising texts of the “Früh” brewing company located in Cologne. The scientific novelty of the research lies in examining the advertising texts of a regional manufacturer who uses an appeal to the sense of national and regional pride of consumers of the product as the main advertising strategy. In this regard, the linguocultural component, implemented at the verbal and non-verbal levels of the polycode text, occupies a central place in the advertising text. Such an approach to the study of the linguocultural component has not yet attracted researchers’ attention, since the linguocultural component was considered mainly using the material of large-volume texts that were not commercial in their nature. As a result, it has been proved that the appeal to significant national and regional events (holidays and football championships), as well as to the long-term confrontation between Cologne and Dusseldorf, the use of the dialect and language games contribute to the creation of a memorable image of the product that agrees with the character of Cologne residents.
Key words and phrases: рекламный текст, национальная и региональная идентичность, диалект, языковая игра, advertising text, national and regional identity, dialect, language game
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