The status of advertising language as a linguistic variety is not quite clear. This question has not even been seriously discussed by the sociolinguistics. Reasons for that situation lie in the scientific history, which is one of the main subjects in this article. The target how to integrate advertising language into the variety field of German implicates a critical point: to solve its relationship especially with the press language respectively media language. Refering to theorems of functional stylistics, however, the independence of both can be explained. An important view on advertising language and all other functional varieties is to point their role as textual languages, that means, they are stylistic forms with rules about organizing linguistic devices in textual connections. In accordance with this definition the article shows some consequences upon the description of advertising language based on systematical linguistics.
