Role of an article and its emotional - distinguishing function in an advertising discourse (from materials of English and German languages)
We consider the emotional functioning of articles in the discourse of advertising in English and German. The purpose of this work is to consider the emotional - distinguishing function of the article, as well as its role in the discourse of advertising. In addition, attention is paid to varying degrees of distinguishing when used in the text of a particular article. The practical significance of the work lies in the use of findings in textbooks, which can be used in training professionals working in the global «English speaking» international companies. Scientific novelty of the research is determined by the further development of the theory of the article in the English and German languages as part of emotional deixis, which is relevant. The method of categorical - functional analysis is used. The research sources were the texts of literary works, Bible text, advertising texts and advertising slogans in English and German. The notion of emotional - distinguishing function of the article is introduced in the advertising texts demonstrating the special role of article. The conclusion is drawn that the articles can significantly affect the interpretation («sound») of advertising text as a whole and advertising slogans, that should certainly be taken into account while translating and interpreting them.