<DOCINFOAUTHOR""TITLE"WebAdvertising:NewformsofcommunicationontheInternet"SUBJECT"Pragmatics&Beyond,NewSeries,Volume131"KEYWORDS""SIZEHEIGHT"220"WIDTH"150"VOFFSET"4"> WebAdvertising Pragmatics & Beyond New Series Editor AndreasH.Jucker UniversityofZurich,EnglishDepartment Plattenstrasse47,CH-8032Zurich,Switzerland e-mail:[email protected] AssociateEditors JacobL.Mey UniversityofSouthernDenmark HermanParret BelgianNationalScienceFoundation,UniversitiesofLouvainandAntwerp JefVerschueren BelgianNationalScienceFoundation,UniversityofAntwerp EditorialBoard ShoshanaBlum-Kulka CatherineKerbrat-Orecchioni HebrewUniversityofJerusalem UniversityofLyon2 JeanCaron ClaudiadeLemos UniversitédePoitiers UniversityofCampinas,Brazil RobynCarston MarinaSbisà UniversityCollegeLondon UniversityofTrieste BruceFraser EmanuelSchegloff BostonUniversity UniversityofCaliforniaatLosAngeles ThorsteinFretheim DeborahSchiffrin UniversityofTrondheim GeorgetownUniversity JohnHeritage PaulO.Takahara UniversityofCaliforniaatLosAngeles KansaiGaidaiUniversity SusanHerring SandraThompson UniversityofTexasatArlington UniversityofCaliforniaatSantaBarbara MasakoK.Hiraga TeunA.VanDijk St.Paul’s(Rikkyo)University PompeuFabra,Barcelona DavidHoldcroft RichardJ.Watts UniversityofLeeds UniversityofBerne SachikoIde JapanWomen’sUniversity Volume131 WebAdvertising:NewformsofcommunicationontheInternet byAnjaJanoschka Web Advertising New forms of communication on the Internet Anja Janoschka UniversityofZurich JohnBenjaminsPublishingCompany Amsterdam(cid:1)/(cid:1)Philadelphia TM Thepaperusedinthispublicationmeetstheminimumrequirements 8 ofAmericanNationalStandardforInformationSciences–Permanence ofPaperforPrintedLibraryMaterials,ansiz39.48-1984. Thisthesiswasacceptedasadoctoraldissertationbythe FacultyofArtsoftheUniversityofZurich inthewintersemester2003/04ontherecommendationof ProfessorDr.AndreasH.JuckerandProfessorDr.UdoFries. LibraryofCongressCataloging-in-PublicationData AnjaJanoschka WebAdvertising:NewformsofcommunicationontheInternet/ Anja Janoschka. p. cm.(Pragmatics&Beyond,NewSeries,issn0922-842X;v.131) Includesbibliographicalreferencesandindexes. 1.Internetadvertising.2.Internetmarketing.I.Title.II.Series. HF6146.I58J365 2004 659.14’4-dc22 2004055441 isbn9027253749(Eur.)/1588116034(US)(Hb;alk.paper) ©2004–JohnBenjaminsB.V. Nopartofthisbookmaybereproducedinanyform,byprint,photoprint,microfilm,or anyothermeans,withoutwrittenpermissionfromthepublisher. JohnBenjaminsPublishingCo.·P.O.Box36224·1020meAmsterdam·TheNetherlands JohnBenjaminsNorthAmerica·P.O.Box27519·Philadelphiapa19118-0519·usa TSL[v.20020404] Prn:24/11/2004;12:28 F:PB131CO.tex / p.1(v) Table of contents Acknowledgements ix Tableoffigures xi Chapter1 Introduction 1 Chapter2 Traditionaladvertising 9 2.1 Introduction 9 2.2 Briefhistoricaloutlineandcurrentsituationofadvertising 10 2.2.1 History 10 2.2.2 Advertisingfigures 13 2.3 Theconceptofadvertising 15 2.3.1 Definitionofadvertising 15 2.3.2 Functionsofadvertising 18 2.3.3 AIDA 19 2.4 Typesofconventionalanddirectmassadvertising 20 2.4.1 Printmediaandprintadvertisements 20 2.4.2 TelevisionmediumandTV-commercials 27 2.4.3 Directmailingsandcouponads 30 2.5 Summary 40 Chapter3 Onlineadvertising 43 3.1 Introduction 43 3.2 Theworldwidewebasaplatformforadvertising 43 3.2.1 Theworldwideweb 43 3.2.2 Webadvertising 47 3.3 Typesofwebadvertisements 48 3.3.1 Definitionandfunctions 49 3.3.2 Staticwebads 52 TSL[v.20020404] Prn:24/11/2004;12:28 F:PB131CO.tex / p.2(vi) Tableofcontents 3.3.3 Animatedwebads 56 3.3.4 Interactivewebads 59 3.3.5 Specialtypesofonlineadvertising:Pop-upads andwebadtraps 62 3.4 Effectivenessofonlineadvertising 72 3.4.1 Psychologicalaspects 73 3.4.2 Bannerblindness 75 3.4.3 Contextual,formalandtechnicalaspects 76 3.4.4 Measurementsandevaluation 78 3.4.5 Click-throughrate 79 3.4.6 Log-filesandcookies 79 3.5 Summary 81 Chapter4 Communication 83 4.1 Introduction 83 4.2 Definingcommunication 83 4.3 Twobasicformsoftraditionalcommunication 87 4.3.1 Massmediacommunication 87 4.3.2 Interpersonalcommunication 92 4.4 CommunicationontheInternet 96 4.4.1 Amodelofinteractivemasscommunication 96 4.4.2 Writteninteractivecommunicationtowards conceptualorality 101 4.5 Newformsofinteractivemasscommunication 105 4.5.1 Messageconstructionandtextproperties 106 4.5.2 Searchingforandselectinginformation 108 4.5.3 Individualization 111 4.5.4 Interactionandfeedback 114 4.5.5 Interactivity 116 4.6 Summary 120 Chapter5 Thelanguageofwebads 121 5.1 Introduction 121 5.2 Theconceptofpersuasion 122 5.3 Thelanguageofadvertising 124 5.4 Linguisticmeansandstrategiesofwebads 128 TSL[v.20020404] Prn:24/11/2004;12:28 F:PB131CO.tex / p.3(vii) Tableofcontents 5.5 Linguisticpersuasionbytheaddressees’communicative integration 132 5.5.1 Questions 132 5.5.2 Imperatives 135 5.5.3 Personalandpossessivepronouns 139 5.5.4 Spatialandtemporaldeixis 143 5.5.5 Abbreviatedsentences 144 5.6 Linguisticpersuasionbyemotionalappeal 146 5.6.1 Persuasionbyemotionallymotivatingstrategies 146 5.6.2 Persuasionbytriggerwords 151 5.6.3 Simplifications 154 5.7 Summary 157 Chapter6 Hyperadvertising 159 6.1 Introduction 159 6.2 Text 159 6.2.1 Definition 160 6.2.2 Textstructureandfunction 162 6.2.3 Cohesionandcoherence 165 6.2.4 Theadvertisingmessageasprintedhypertext 167 6.3 Hypertext 170 6.3.1 Characteristicsofhypertexts 170 6.3.2 Astructureofhypertexts 172 6.3.3 Functionsofhypertexts 176 6.3.4 Definitionofhyperlinks 177 6.3.5 Functionsofhyperlinks 179 6.3.6 Cohesionandcoherenceinhyperadvertisingtexts 182 6.4 Thehypertextmessageinonlineadvertising 184 6.5 Summary 190 Chapter7 Summaryandconclusion 191 Notes 201 References 211 Index 223 TSL[v.20020404] Prn:27/10/2004;16:28 F:PB131AC.tex / p.1(ix) Acknowledgements Iwouldliketothankanumberofpeoplewhohaveencouragedandsupported me in writing this book. First of all, I would like to expressspecial thanks to mysupervisor,AndreasH.Jucker.Hewasalwaysthereforme,readingandre- readingmywork,encouragingandinspiringmewithhiscriticalcomments.I havelearnedmuchfromworkingwithhimandenjoyedtheexperience. IwouldalsoliketothankMatthiasDöffingerforthe manyconversations and discussions which helped me to clarify my thoughts on various aspects ofthisbook.Iespeciallyappreciatethis.Throughoutthedevelopmentofthis analysis, from the first ideas to the book’s completion, his critical comments andquestionsalwaysenrichedmyownresearch. I received valuable help from Rosemary Bock, Catherine Burdick, and Cathie Schaumann, who improved the manuscript through their extremely careful reading. Herbert Steffny went systematically and very thoroughly throughthe workandhasalwaysbeenaverypatientandhelpfulcommenta- tor.Whilejoggingtogether,hehelpedmetoleavestressbehindandsometimes relax.Myspecialthanksgotoallofthemfortheirhardwork. The book benefited additionally from two anonymous reviewers who madeinsightfulandconstructivecriticismwhichencouragedmetoreviseand improvethemanuscript.Iwouldliketothankthemfortheirsuggestions. Andlastbutnotleast,Ioweagreatdealtoformerandcurrentcolleagues, mystudents,closefriendsandmycaringfamilywhoallsupportedmewhileI wasworkingonthemanuscript.Ihopethattheywillenjoytheresult.
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