Web Advertising: New Forms of Communication on the Internet

Web Advertising: New Forms of Communication on the Internet
ISBN-10
9027253749
ISBN-13
9789027253743
Category
Language Arts & Disciplines
Pages
227
Language
English
Published
2004-01-01
Publisher
John Benjamins Publishing
Author
Anja Janoschka

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.

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