Onomatopoeia as a polycode tool in the communicative space of advertising discourse

The article examines the use of onomatopoeic vocabulary in the texts of advertisement discourse based on the German language from the perspective of an integrated approach, which, in its turn, determines the relevance of the research. The method used involves considering sound as a polycode instrument (voiceover, noises, music, explication of onomatopes in the text), the functionality of this layer of vocabulary in the word-forming and graphic features of onomatopes in advertising products, as well as thematic groups of advertised products with onomatopoeic vocabulary in various advertising content. The aim of the article is to analyze the word-formation, graphic, and functional capabilities of onomatopoeic vocabulary for the perlocutionary effect explication in the texts of advertising discourse. The research material includes more than 200 advertisement slogans in German, collected on the Das Slogan-Recherche-Portal website and including vocabulary with sound semantics. This research is based on the general scientific and general linguistic method of description, as well as on the method of discursive, semantic and contextual analysis. The author believes that with the help of onomatopoeic vocabulary in advertisement texts, a set of tasks is realized in the German advertisement discourse. Slogans are dominated by interjections that have a short form and, due to their ambiguity (often the absence of dictionary entries for them in lexicographic sources), a broad individual and associative semantics. Thus, the conciseness of the slogan and the individual associative perception of the meaning of the text are achieved. Gender and age-specific uses of onomatopoeic vocabulary increase the intended group of recipients, thereby increasing the number of consumers of the advertised products. Being iconic linguistic signs, onomatopes perform expressive, pictorial and semantic functions, especially interjections, which are occasionally presented in the advertising text. An important feature of advertising texts is the positive evaluation of the advertised products, therefore, the texts contain “euphonious” sound verbalizers associated by most recipients with pleasant emotions and impressions in such thematic areas as food, drinks, cars, IT equipment, associated in the recipient’s mind with positive stereotypical associations from childhood.