Web Advertising: New forms of communication on the Internet: 131 (Pragmatics & Beyond New Series) - Hardcover

Janoschka, Anja

Hardcover

ISBN 10: 9027253749 ISBN 13: 9789027253743

Publisher: John Benjamins Publishing Co, 2004

Synopsis

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.

Edition details

• Publisher: John Benjamins Publishing Co
• Publication date: 2004
• Language: English
• ISBN 10: 9027253749
• ISBN 13: 9789027253743
• Binding: Hardcover
• Number of pages: 244