Web Advertising [electronic resource]: New Forms of Communication on the Internet
- Janoschka, Anja
- Amsterdam : John Benjamins Publishing Company Dec. 2004 Philadelphia : John Benjamins Publishing Company [Distributor]
- Physical Description:
- 244 p. ill
- Restrictions on Access:
- License restrictions may limit access.
- Annotation 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.
- 9789027253743 and 9027253749 (Trade Cloth)
View MARC record | catkey: 19188854