Web Advertising
New forms of communication on the Internet
Netlibrary e-Book – Not 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
Published online on 4 September 2006
Published online on 4 September 2006
© 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 | pp. 1–8
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2. Traditional Advertising | pp. 9–41
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3. Online Advertising | pp. 43–81
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4. Communication | pp. 83–120
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5. The language of web ads | pp. 121–158
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6. Hyperadvertising | pp. 159–190
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7. Summary and Conclusion | pp. 191–199
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Notes | pp. 201–209
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Index | pp. 223–227
“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)
Cited by (38)
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2024. Introduction to Advertising. In Advertising Management, ► pp. 3 ff. 
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Sluchinski, Kerry
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.
AYDOĞAN, Hediye
2022. Gelenekselden Dijitale Reklam Sloganlarında Söz Sanatları: Kırmızı Ödülleri. Sosyal Mucit Academic Review 3:1 ► pp. 69 ff.
Dayter, Daria & Thomas C. Messerli
2022. Persuasive language and features of formality on the r/ChangeMyView subreddit. Internet Pragmatics 5:1 ► pp. 165 ff.
Khedri, Mohsen, Eatidal Hasan & Konstantinos Kritsis
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.
Lazzeretti, Cecilia & Marina Bondi
2022. ‘A hypnotic viewing experience’. promotional features in the language of exhibition press announcements. Pragmatics. Quarterly Publication of the International Pragmatics Association (IPrA) ► pp. 567 ff.
Pérez Blanco, María & Marlén Izquierdo
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.
Majeed, Mohammed Fareed
2021. ADVERTISEMENTS AND ITS RELATION WITH THE VIOLATION IN SOCIAL NETWORK. International Journal of Research -GRANTHAALAYAH 8:12 ► pp. 284 ff.
Schudy, Fabian
2021. Hashtags im Sprachgebrauch: Linguistische Betrachtungen zur Funktion. In Der Hashtag als interdisziplinäres Phänomen in Marketing und Kommunikation, ► pp. 29 ff.
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.
KAZAN, Hüseyin
2019. Dijital Dergilerde Reklamların Hipermetinselliği: Bast Home Üzerine Bir İnceleme. Mavi Atlas 7:1 ► pp. 68 ff.
Pelclová, Jana
2018. Iconicity in independent noun phrases in print advertising. In Persuasion in Public Discourse [Discourse Approaches to Politics, Society and Culture, 79], ► pp. 281 ff.
Siegert, Gabriele & Dieter Brecheis
2018. Online-Kommunikation und Werbung. In Handbuch Online-Kommunikation, ► pp. 1 ff.
Siegert, Gabriele & Dieter Brecheis
2019. Online-Kommunikation und Werbung. In Handbuch Online-Kommunikation, ► pp. 479 ff.
Auer, Peter
2017. Epilogue. In Imperative Turns at Talk [Studies in Language and Social Interaction, 30], ► pp. 411 ff.
Anusha
2016. EFFECTIVENESS OF ONLINE ADVERTISING. International Journal of Research -GRANTHAALAYAH 4:3SE ► pp. 14 ff.
Eraslan, Sukru, Yeliz Yesilada & Simon Harper
2016. Proceedings of the Ninth Biennial ACM Symposium on Eye Tracking Research & Applications, ► pp. 103 ff.
Eraslan, Sukru, Yeliz Yesilada & Simon Harper
2016. Scanpath Trend Analysis on Web Pages. ACM Transactions on the Web 10:4 ► pp. 1 ff.
Lazzeretti, Cecilia
2016. Evolution of Exhibition Titles. In The Language of Museum Communication, ► pp. 151 ff.
Valentina, Florea Nicoleta & Tanasescu Irina Antoaneta
2016. Improving Communication with Internal Public and Customers of an Industrial Company. In Supply Chain Strategies and the Engineer-to-Order Approach [Advances in Logistics, Operations, and Management Science, ], ► pp. 17 ff.
Van Looy, Amy
2016. Online Advertising and Viral Campaigns. In Social Media Management [Springer Texts in Business and Economics, ], ► pp. 63 ff.
Yang, Yifan
2016. The Internet and China’s Foreign Policy Decision-making. Chinese Political Science Review 1:2 ► pp. 353 ff.
Stoian, Claudia Elena
2015. Meaning in Images: Complexity and Variation across Cultures. In Meaning Making in Text, ► pp. 152 ff.
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.
Domański, Tomasz & Michał Sędkowski
2016. The Use of Social Media in the Networking Strategy of Higher Education Institutions. In Social Media and Networking, ► pp. 852 ff.
Dessì, Silvia, Claudia Melis & Ernestina Giudici
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.
Jakab, Radomír
2012. Internet Advertising. In Investigating Cyber Law and Cyber Ethics [Advances in Information Security, Privacy, and Ethics, ], ► pp. 288 ff.
Jessen, Iben Bredahl & Nicolai Jørgensgaard Graakjaer
2011. Sounds of Web Advertising. In Handbook of Research on Digital Media and Advertising, ► pp. 535 ff.
Jessen, Iben Bredahl & Nicolai Jørgensgaard Graakjær
2013. Cross-media communication in advertising: exploring multimodal connections between television commercials and websites. Visual Communication 12:4 ► pp. 437 ff.
Wahl, Sabine
2011. Entdecken Sie…!. In Evolution der Informationsgesellschaft, ► pp. 25 ff.
Mahmoud, Abd El-Basit, Paul Klimsa & Philip J Auter
2010. Uses and gratifications of commercial websites in Egypt: Towards a new model. Journal of Arab & Muslim Media Research 3:1 ► pp. 99 ff.
Siegert, Gabriele
2010. Online-Kommunikation und Werbung. In Handbuch Online-Kommunikation, ► pp. 434 ff.
Guidère, Mathieu
2009. De la traduction publicitaire à la communication multilingue. Meta 54:3 ► pp. 417 ff.
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.
Janoschka, Anja
2008. A linguistic categorisation of advertising communication strategies in European print markets. In Sprache, Kultur und Zielgruppen, ► pp. 157 ff.
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Subjects
Communication Studies
Linguistics
Main BIC Subject
CF: Linguistics
Main BISAC Subject
LAN009000: LANGUAGE ARTS & DISCIPLINES / Linguistics / General