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Book Information


Title: Web Advertising
Subtitle: New forms of communication on the Internet
Written By: Anja Janoschka
Series Title: Pragmatics & Beyond New Series 131

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.

Table of contents

Table of figures
1. Introduction 1–8
2. Traditional Advertising 9–41
3. Online Advertising 43–81
4. Communication 83–120
5. The language of web ads 121–158
6. Hyperadvertising 159–190
7. Summary and Conclusion 191–199
Notes 201–209
References 211–221
Index 223–227

Publication Year: 2004
Publisher: John Benjamins
Review: Read the review
BibTex: View BibTex record
Linguistic Field(s): Pragmatics
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Format: Hardback
ISBN: 1588116034
ISBN-13: 9781588116031
Pages: xiv, 230 pp.
Prices: U.S. $ 142
Format: Hardback
ISBN: 9027253749
ISBN-13: N/A
Pages: xiv, 230 pp.
Prices: Europe EURO 105.00