Аннотация: This article is devoted to the features of advertising discourse in the periodicals of the Volga Germans. The subject of the study is discursive features; the object is linguistic and extralinguistic markers of advertisements published in the Catholic weekly Klemens (1897–1907). Linguistic markers include the specifics of proper names, names of goods, services, prices, and unique vocabulary typical of the business sphere in German. Gothic fractures, illustrations, a wide range of fonts, and the location of inscriptions, logos, and graphic elements belong to extralinguistic markers. In the semiotic space of advertisements, the "principle of the energy imperative" is being actualized, which is the optimal combination of all elements that ensure the balance and expediency of the content for informing to achieve the desired result. The research applies general scientific methods of analysis and synthesis, descriptive and textual methods, interpretative analysis of empirical material, and comparative and semiotic methods. The scientific novelty lies in the complex nature of the study of advertisements in terms of their discursive features; for the first time, such an analysis is carried out based on the material of the magazine of the Volga Germans, Klemens. The relevance of the research is determined by the need to study the uniqueness of the advertising discourse represented in the unique periodicals of the Volga Germans at the turn of the nineteenth and twentieth centuries. The theoretical significance of the presented research lies in the fact that this work contributes to developing the theory of discourse. The results of the study can be used in lectures and practical classes in the discipline "Theory of Language" as part of the course "Business Communication in a Foreign (German) Language."