Last update:
9 February 2010
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Web AdvertisingNew forms of communication on the Internet
2004. xiv, 230 pp.
Publishing status: Available
Hardbound
– In stock
978 90 272 5374 3 / EUR 105.00 978 1 58811 603 1 / USD 158.00
e-Book
– Available from e-book platforms
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
“This book has many merits. It offers a useful tool of analysis of textuality on the Web. Even though it focuses on one type of texts only, web ads, by a contrastive and similarity approach it makes useful connections with other types of textuality, both traditional, e.g. printed, and non-traditional, such as emails or chats.”
Marina Santini, University of Brighton, UK, on Linguist List, Vol. 16.1652 (2005)
“Janoschka's book takes us on a journey into the net culture and helps us understand the structure and organization of this new form of advertising.”
“Web Advertising narrowly defines its purpose and goes deeper than the latest craze; providing principles upon which scholars and professionals can build.”
Subject classification |
Communication Studies