Web Advertising
New forms of communication on the Internet
| University of Zurich
This book examines new forms of communication that have emerged through the interactive capabilities of the Internet, in particular online advertising and web advertisements. It develops a new model of online communication, incorporating mass communication and interpersonal communication. Interactive mass communication redefines the roles of online communication partners who are confronted with a higher degree of complexity in terms of hypertextual information units. In web advertising, this new aspect of interactivity is linguistically reflected in different types of personal address forms, directives, and "trigger words". This study also analyzes the different strategies of persuasion with which web ads try to initiate their activation.
Web Advertising provides essential information on the language of web advertisements for academics, researchers and students in the fields of hypertext-linguistics, advertising, communication and media studies.
[Pragmatics & Beyond New Series, 131] 2004. xiv, 230 pp.
Publishing status: Available
© John Benjamins Publishing Company
Table of Contents
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Acknowledgments
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Table of figures
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1. Introduction
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1–8
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2. Traditional Advertising
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9–41
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3. Online Advertising
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43–81
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4. Communication
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83–120
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5. The language of web ads
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121–158
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6. Hyperadvertising
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159–190
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7. Summary and Conclusion
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191–199
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Notes
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201–209
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References
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211–221
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Index
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223–227
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“Janoschka's book takes us on a journey into the net culture and helps us understand the structure and organization of this new form of advertising.”
Robert N. St. Clair, in Language Problems & Language Planning Vol. 30:2
“
Web Advertising narrowly defines its purpose and goes deeper than the latest craze; providing principles upon which scholars and professionals can build.”
Sharee L. Broussard, MS APR, Spring Hill College, in Communication Research Trends Vol. 25:1 (2006)
“This book has many merits. It offers a useful tool of analysis of textuality on the Web. Even though it focuses on one type of texts only, web ads, by a contrastive and similarity approach it makes useful connections with other types of textuality, both traditional, e.g. printed, and non-traditional, such as emails or chats.”
Marina Santini, University of Brighton, UK, on Linguist List, Vol. 16.1652 (2005)
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Subjects
Communication Studies
Linguistics
BIC Subject: CF – Linguistics
BISAC Subject: LAN009000 – LANGUAGE ARTS & DISCIPLINES / Linguistics / General