Web Advertising

New forms of communication on the Internet

Anja Janoschka | University of Zurich
ISBN 9789027253743 (Eur) | EUR 105.00
ISBN 9781588116031 (USA) | USD 158.00
ISBN 9789027294883 | EUR 105.00 | USD 158.00
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Netlibrary e-BookNot for resale
ISBN 9781423772392
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
Table of Contents
“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.”
Web Advertising narrowly defines its purpose and goes deeper than the latest craze; providing principles upon which scholars and professionals can build.”
“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.”
Cited by

Cited by 37 other publications

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2022. Persuasive language and features of formality on the r/ChangeMyView subreddit. Internet Pragmatics 5:1  pp. 165 ff. DOI logo
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2012. Exploring the Effectiveness of Web Ads Via Greenwald and Leavitt’s Involvement Model. In Information Systems: Crossroads for Organization, Management, Accounting and Engineering,  pp. 165 ff. DOI logo
Domański, Tomasz & Michał Sędkowski
2014. The Use of Social Media in the Networking Strategy of Higher Education Institutions. In Cutting-Edge Technologies and Social Media Use in Higher Education [Advances in Higher Education and Professional Development, ],  pp. 103 ff. DOI logo
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2016. The Use of Social Media in the Networking Strategy of Higher Education Institutions. In Social Media and Networking,  pp. 852 ff. DOI logo
Eraslan, Sukru, Yeliz Yesilada & Simon Harper
2016. Proceedings of the Ninth Biennial ACM Symposium on Eye Tracking Research & Applications,  pp. 103 ff. DOI logo
Eraslan, Sukru, Yeliz Yesilada & Simon Harper
2016. Scanpath Trend Analysis on Web Pages. ACM Transactions on the Web 10:4  pp. 1 ff. DOI logo
Federspiel, Esther, Anja Janoschka & Seraina Mohr
2020. Der Aufbau von Kundenbeziehungen durch multimodale Vertrauensbildung im Internet am Beispiel von Tourismusdestinationen. In Werbung für alle Sinne,  pp. 57 ff. DOI logo
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Janoschka, Anja
2008. “Beeing hopeful” oder wie die Biene zum Corporate Weblog kommt: Sprachliche, inhaltliche und gestalterische Mittel der Interaktivität. In Anspruchsgruppenorientierte Kommunikation,  pp. 85 ff. DOI logo
Janoschka, Anja
2008. A linguistic categorisation of advertising communication strategies in European print markets. In Sprache, Kultur und Zielgruppen,  pp. 157 ff. DOI logo
Jessen, Iben Bredahl & Nicolai Jørgensgaard Graakjaer
2011. Sounds of Web Advertising. In Handbook of Research on Digital Media and Advertising,  pp. 535 ff. DOI logo
Jessen, Iben Bredahl & Nicolai Jørgensgaard Graakjær
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KAZAN, Hüseyin
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2022. Rhetorical structure and persuasive features of advertising: An intercultural analysis of English and Arabic online advertisements. Russian Journal of Linguistics 26:3  pp. 596 ff. DOI logo
Kurchenkova, Elena A., Irina V. Palashevskaya & Viktor V. Leontiev
2021. Linguopragmatics of Advertising Texts in the Era of “Smart Technologies”. In "Smart Technologies" for Society, State and Economy [Lecture Notes in Networks and Systems, 155],  pp. 132 ff. DOI logo
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Mahmoud, Abd El-Basit, Paul Klimsa & Philip J Auter
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Majeed, Mohammed Fareed
Pelclová, Jana
Pérez Blanco, María & Marlén Izquierdo
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Rabindranath, Manukonda & Aradhana Kumari Singh
2024. Introduction to Advertising. In Advertising Management,  pp. 3 ff. DOI logo
Schudy, Fabian
2021. Hashtags im Sprachgebrauch: Linguistische Betrachtungen zur Funktion. In Der Hashtag als interdisziplinäres Phänomen in Marketing und Kommunikation,  pp. 29 ff. DOI logo
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2023. Pronoun TA as a facilitator of empathy in Chinese digital narratives. Chinese Language and Discourse. An International and Interdisciplinary Journal 14:2  pp. 301 ff. DOI logo
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2016. The Internet and China’s Foreign Policy Decision-making. Chinese Political Science Review 1:2  pp. 353 ff. DOI logo

This list is based on CrossRef data as of 17 may 2024. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers. Any errors therein should be reported to them.


Communication Studies

Communication Studies



Main BIC Subject

CF: Linguistics

Main BISAC Subject

LAN009000: LANGUAGE ARTS & DISCIPLINES / Linguistics / General
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ONIX 2.1
ONIX 3.0
U.S. Library of Congress Control Number:  2004055441 | Marc record