Sprachliche Mittel der Aufmerksamkeitslenkung am Beispiel deutscher Horoskoptexte

Press horoscopes are short informative and persuasive texts addressed to a seemingly individual reader, who skims through the text in order to match the content and intention of press horoscopes to his or her own situation. The article deals with the selected linguistic means used in German press horoscopes to draw the reader’s attention to certain text elements. The analysed data consists of extracts from press horoscopes in German weekly magazines for women (Bild der Frau, Freundin). The aim of the paper is to investigate different linguistic means (e.g. syntactic, lexical and typographical ones) used to draw the reader’s attention in order to elaborate their preliminary subclassification.