Web Advertising: New forms of communication on the Internet - Pragmatics & Beyond New Series 131 (Hardback)Anja Janoschka (author)
Hardback 244 Pages / Published: 01/11/2004
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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.
Publisher: John Benjamins Publishing Co
Number of pages: 244
Weight: 480 g
Dimensions: 225 x 154 mm
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