EVALUATION WORDS IN ADVERTISING TEXTS OF COURSEWARE CATALOGUES (BY THE EXAMPLE OF MODERN GERMAN)
The article focuses on the definition and classification of evaluative vocabulary used in the advertising catalogues of German educational methodical literature. The work develops the system of rationalistic evaluation with the benchmarks «positive - zero - negative evaluation», and shows the process of neutralizing zero and negative evaluation and shifting the scale towards the positive pole. Special attention is paid to the differences in choosing the evaluation vocabulary conditioned by scientific and technical, social and political changes in the society.