Web Advertising

New forms of communication on the Internet

| University of Zurich
ISBN 9789027253743 (Eur) | EUR 105.00
ISBN 9781588116031 (USA) | USD 158.00
ISBN 9789027294883 | EUR 105.00 | USD 158.00
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
Table of figures
1. Introduction
2. Traditional Advertising
3. Online Advertising
4. Communication
5. The language of web ads
6. Hyperadvertising
7. Summary and Conclusion
“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 33 other publications

No author info given
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This list is based on CrossRef data as of 16 november 2021. 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.

Subjects & Metadata

Communication Studies

Communication Studies


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