Publications

Publication details [#49092]

Cheung, Ming. 2008. 'Click here': the impact of new media on the encoding of persuasive messages in direct marketing. Discourse Studies 10 (2) : 161–189.

Publication type

Article in journal

Publication language

English

Keywords

commercial language | e-mail communication | internet | message1 | persuading

Place, Publisher

SAGE Publications

Journal WWW

www.sagepub.co.uk/ejournals/

Annotation

This paper explores how new media like the Internet affect the encoding of persuasive messages in sales e-mails as direct marketing channels, and the overall credibility enhancement and persuasion in a sales promotion context.