PHONETIC MANIPULATIONS IN ADVERTISING SLOGANS OF GERMAN SUPERMARKET CHAINS

Abstract

The article explores phonetic and phonostylistic techniques in the advertising slogans of German supermarkets. The main objective is to examine how sound organization in texts affects the perception and memorability of advertising messages, as well as how companies use these techniques to circumvent legal restrictions. The study analyzes linguistic strategies such as paronomasia, alliteration, contamination, and sound symbolism, using slogans from Edeka, Lidl, Aldi, and other chains as examples. Special attention is paid to the role of phonetic play in creating implicit comparisons and its compliance with the German Law Against Unfair Competition. The results reveal that phonetic devices not only enhance emotional impact and memorability but also enable companies to indirectly critique competitors while staying within legal boundaries. This research is relevant for professionals in marketing, linguistics, and advertising, as well as anyone interested in the mechanisms of language influence on consumer behavior.