Die komplexe Sprache der Börsenmagazine. Eine pragmalinguistische Perspektive

German financial magazines focusing on the stock market (the so-called Börsenmagazine) have scarcely received attention in linguistic studies. This paper aims to describe systematically their heterogenous and multifaceted characteristics originating in specialized language, language of the press and informal spoken language. Phenomena on the lexical level (such as specialist terms or puns), morphosyntactic level (nominal style including complex forms of attribution) and textual level (reference chains, cataphoric explication of textual structure) are investigated in relation to the pragmatic purposes they serve: the exclusive benefit of the addressee (e.g. offering concise contents or easing the reading process), exclusive benefit of the speaker (self-affirmation as a competent and reliable source) or mutual benefit (establishing an emotional relation between communication partners enables the addressee to profit from an entertaining product and the speaker to count on loyal customers).