LINGUIST List 16.120

Mon Jan 17 2005

Books: Pragmatics: Janoschka

Editor for this issue: Megan Zdrojkowski <>

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        1.    Paul Peranteau, Web Advertising: Janoschka

Message 1: Web Advertising: Janoschka

Date: 28-Dec-2004
From: Paul Peranteau <>
Subject: Web Advertising: Janoschka

Title: Web Advertising 
 Subtitle: New forms of communication on the Internet 
 Series Title: Pragmatics & Beyond New Series 131  
 Publication Year: 2004 
 Publisher: John Benjamins
 Book URL: ;
 Author: Anja Janoschka, University of Zurich
 Hardback: ISBN: 1588116034 Pages: xiv, 230 pp. Price: U.S. $ 126.00
 Hardback: ISBN: 9027253749 Pages: xiv, 230 pp. Price: Europe EURO 105.00
 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
 Table of figures   
 1. Introduction  1-8  
 2. Traditional Advertising  9-41  
 3. Online Advertising  43-81  
 4. Communication  83-120  
 5. The language of web ads  121-158  
 6. Hyperadvertising  159-190  
 7. Summary and Conclusion  191-199  
 Notes  201-209  
 References  211-221  
 Index  223-227 
 Linguistic Field(s): Pragmatics
 Written In: English  (ENG)
 See this book announcement on our website:

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MIT Working Papers in Linguistics
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