No abstract

The article is devoted to the analysis of communicative and pragmatic features of German advertisements about finding a partner, the language of which is characterized by certain changes in lexical content. Lexical units for the material were selected from advertisements on dating sites or newspaper sections for dating with age categories: 25-40 years and 60 or more years. The concise presentation of information and the desire to present yourself positively led to changes in the selection of lexical tools. In order to achieve his goal, the author is forced to customize the text to the target audience, taking into account the cultural and gender characteristics of the present. The language and its functioning in such advertisements has changed its meaning and lexical content, in particular, the use of evaluative lexical means, as well as the frequent use of abbreviations with an emphasis on general characteristics, rather than individual ones. Changes in the attitude of the younger age group towards the approach to writing have led to changes in the tactics of selecting lexical units and their implementation in order to achieve a communicative goal. As a conclusion, there is a tendency to simplify the structure, lexical content, speech formation. The research is interdisciplinary in nature and contributes to the formation of an idea of the development of language in virtual discourse and its changes caused by modern society and factors influencing it.