social advertising

The main ways of influencing the addressee in social advertising are considered in the article; Some of them are considered common with means of commercial advertising, others - specific.

The paper describes the most common linguistic and stylistic devices (precedent phenomena, pun, metaphor, syntactical expressive means, etc.) used in German social advertising. These devices have a great potential to make the advertising communication more expressive and effective.

Different approaches to distinguishing advertisement genres are presented in the article; advertisement genres used in social advertising are analyzed; genres characteristic for social advertising are singled out; specific features of using genre forms in social advertising are revealed.