‹Red Bull verleiht dir Flüüüügel› - «‹Occasione da brrrrrivido›. Zur mobil- und computervermittelten Graphostilistik in der deutschen und italienischen Anzeigenwerbung

The article focuses on headlines and slogans in German and Italian advertising which demonstrate stylistic and orthographic features that are found in mobile and computerized communication media and in which they serve particular graphostylistic purposes. It will show how producers of advertising texts have recognized such written features (e.g. Leetspeak, repetition and special characters) as a current trend, particularly those which are familiar in text-based short messages (SMS) and chatrooms, and have adopted them as part of their communication strategy. A selection of headlines and slogans are organized according to linguistics criteria and analyzed. The concluding section of the article stresses the importance of such unusual styles and spellings as a functional realisation of advertising language.