Web Advertising

Web Advertising : New forms of communication on the Internet

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Description

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.show more

Product details

  • Hardback | 244 pages
  • 154.9 x 226.1 x 20.3mm | 430.92g
  • John Benjamins Publishing Co
  • Amsterdam, Netherlands
  • English
  • 1588116034
  • 9781588116031

Table of contents

1. Acknowledgments; 2. Table of figures; 3. 1. Introduction; 4. 2. Traditional Advertising; 5. 3. Online Advertising; 6. 4. Communication; 7. 5. The language of web ads; 8. 6. Hyperadvertising; 9. 7. Summary and Conclusion; 10. Notes; 11. References; 12. Indexshow more

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