Web Advertising
New forms of communication on the Internet
1st Edition
Published on 23. December 2004
XIV, 230 pages
978-90-272-9488-3 (ISBN)
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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Content
- Web Advertising
- Editorial page
- Title page
- LCC data
- Table of contents
- Acknowledgements
- Table of figures
- Chapter 2
- Chapter 3
- Chapter 4
- Chapter 5
- Chapter 6
- Chapter 7
- 1. Introduction
- Purpose of the book
- Data
- Structure of the book
- 2. Traditional advertising
- 2.1. Introduction
- 2.2. Brief historical outline and current situation of advertising
- 2.2.1. History
- 2.2.2. Advertising figures
- 2.3. The concept of advertising
- 2.3.1. Definition of advertising
- 2.3.2. Functions of advertising
- 2.3.3. AIDA
- 2.4. Types of conventional and direct mass advertising
- 2.4.1. Print media and print advertisements
- 2.4.2. Television medium and TV-commercials
- 2.4.3. Direct mailings and coupon ads
- 2.5. Summary
- 3. Online advertising
- 3.1. Introduction
- 3.2. The world wide web as a platform for advertising
- 3.2.1. The world wide web
- 3.2.2. Web advertising
- 3.3. Types of web advertisements
- 3.3.1. Definition and functions
- 3.3.2. Static web ads
- 3.3.3. Animated web ads
- 3.3.4. Interactive web ads
- 3.3.5. Special types of online advertising: Pop-up ads and web ad traps
- 3.4. Effectiveness of online advertising
- 3.4.1. Psychological aspects
- 3.4.2. Banner blindness
- 3.4.3. Contextual, formal and technical aspects
- 3.4.4. Measurements and evaluation
- 3.4.5. Click-through rate
- 3.4.6. Log-files and cookies
- 3.5. Summary
- 4. Communication
- 4.1. Introduction
- 4.2. Defining communication
- 4.3. Two basic forms of traditional communication
- 4.3.1. Mass media communication
- 4.3.2. Interpersonal communication
- 4.4. Communication on the Internet
- 4.4.1. A model of interactive mass communication
- 4.4.2. Written interactive communication towards conceptual orality
- 4.5. New forms of interactive mass communication
- 4.5.1. Message construction and text properties
- 4.5.2. Searching for and selecting information
- 4.5.3. Individualization
- 4.5.4. Interaction and feedback
- 4.5.5. Interactivity
- 4.6. Summary
- 5. The language of web ads
- 5.1. Introduction
- 5.2. The concept of persuasion
- 5.3. The language of advertising
- 5.4. Linguistic means and strategies of web ads
- 5.5. Linguistic persuasion by the addressees' communicative integration
- 5.5.1. Questions
- 5.5.2. Imperatives
- 5.5.3. Personal and possessive pronouns
- 5.5.4. Spatial and temporal deixis
- 5.5.5. Abbreviated sentences
- 5.6. Linguistic persuasion by emotional appeal
- 5.6.1. Persuasion by emotionally motivating strategies
- 5.6.2. Persuasion by trigger words
- 5.6.3. Simplifications
- 5.7. Summary
- 6. Hyperadvertising
- 6.1. Introduction
- 6.2. Text
- 6.2.1. Definition
- 6.2.2. Text structure and function
- 6.2.3. Cohesion and coherence
- 6.2.4. The advertising message as printed hypertext
- 6.3. Hypertext
- 6.3.1. Characteristics of hypertexts
- 6.3.2. A structure of hypertexts
- 6.3.3. Functions of hypertexts
- 6.3.4. Definition of hyperlinks
- 6.3.5. Functions of hyperlinks
- 6.3.6. Cohesion and coherence in hyperadvertising texts
- 6.4. The hypertext message in online advertising
- 6.5. Summary
- 7. Summary and conclusion
- Notes
- Chapter 1
- Chapter 2
- Chapter 3
- Chapter 4
- Chapter 5
- Chapter 6
- Chapter 7
- References
- Index
- The Pragmatics & Beyond New Series
