Web Advertising: New Forms of Communication on the Internet

245 Pages·2002·2.71 MB·English

by  Anja Janoschka

<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.