Sprachliche Besonderheiten in ausgewählten deutschen Werbetexten für Getränkeprodukte / Linguistic Particularities in Selected German Advertising Texts for Beverage Products

Abstract

Advertising or advertising texts belong to mass media communication and are studied in different contexts and perspectives. This article focuses on linguistic analysis, presenting linguistic peculiarities in selected advertising texts for beverage products in the German-speaking region. Characteristic linguistic patterns, stylistic devices, and identified lexical preferences are discussed concerning advertising goals and effects. The results of the corpus analysis show that German beverage advertisements are mainly characterized by the use of various language games, Anglicisms, metaphorical, metonymic, and elliptical or fragmentary expressions. All these linguistic peculiarities draw potential consumers’ attention and communicate specific values effectively, such as taste, freshness, or authenticity.