LANGUAGE STRATEGIES AND LANGUAGE MEANS OF INFLUENCE IN GERMAN-LANGUAGE ADVERTISING OF COSMETIC BRANDS

Sobyanina V.

In the presence of great competition in the cosmetics market and the great sophistication of modern buyers, the linguistic component of cosmetics advertising acquires an important role. Therefore, the study of this aspect using the example of the German language and the identification of language strategies and the arsenal of linguistic means of influence in cosmetics advertising seems relevant. The article examines the lexical, grammatical and phonetic tools that are used in the German-language online advertising of cosmetic brands to attract the attention of customers.

Keywords:cosmetology discourse, language strategies, language means, language impact.