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The article considers the peculiarities of content and of means to express incentive modality as a universal category in the public service announcement discourse in the Russian and German languages. It was shown that institutional features of the advertising type under consideration cause changes in the communicative situation that affects the ways of incentive expression, which largely depend on the ethnic and cultural traits. The plane of content of incentive modality in the public service announcement discourse is characterized by the predominance of the directive speech acts over the comissives. The suggestive speech acts (advice, warning, and instruction) and the appeals are widespread due to the execution by public service announcements functions of behavioral patterns creation and stimulation of recipient’s participation in problem solving. The prescriptive speech acts are not widely spread, because their pragmatic presupposition assumes a subordinate position of the addressee towards the addresser that is unrealizable in conditions of public service announcements. The request is infrequent because of the dependent status of the message sender. The plane of expression incentive modality in the public service announcement discourse in the German and Russian languages is characterized by the high frequency of use of imperatives and declarative sentences which get seme of incentive in certain pragmatic conditions. As a result of the functional-semantic analysis of the incentive modality microfield in the public service announcement discourse in the German and Russian languages the authors draw a conclusion on the typological and intralinguistic features of the incentive expression.

Modal Microfield of Incentive in the Public Service Announcement Discourse in Russian and German