Intertextuality and Synergetics in the Paradigm of German-Language Advertising Discourse

The article is devoted to the study of German-language advertising discourse in the aspects of its system’s synergetics and its texts’ intertextual inclusions. The relevance of the work is in an actively functioning advertising discourse, especially in the perspective of significant global events, which take place within its framework. The aim of the work is to highlight the pragmatic and stylistic means of advertising discourse, their relationship with the discourse synergetics through the intertextual connections of its texts. The practical material of the work is the advertising of the Bitburger brand in cooperation with Serviceplan for UEFA European Championship 2024, which was held in Germany. In the studied examples from the advertising text, the presence of expressiveness means of the message is established: appeals to international unity, exchange of traditions in a dialogue with a viewer, to universal human concepts, as well as stylistic figures (parallelism, metaphor). Examples of the discourses’ fusion (advertising and media) are also given, in which the principles of synergistic properties of discourse systems operate within intertextual connections, such as citation, allusion, and manipulative constructions. The authors see the prospect of the research in combination of two approaches (synergetics, intertextuality) to the study of discourse. In the conclusions, the authors trace that within the framework of the chosen context, both the synergistic component of the advertising discourse and the intertextual manifestations of its text. The value of the research results in the possibility of further works, dedicated to the German-language advertising discourse, for example, in grammatical and morphological aspects.