MARC record from Internet Archive

LEADER: 04585cam 22008174a 4500
001 ocm69194499
003 OCoLC
005 20220623222112.0
008 060523s2004 ne a ob 001 0 eng d
006 m o d
007 cr cnu---unuuu
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019 $a888541417$a978702519$a1055376174$a1081281164
020 $a1423772393$q(electronic bk.)
020 $a9781423772392$q(electronic bk.)
020 $a9789027294883
020 $a9027294887
020 $z1588116034
020 $z9781588116031
020 $z9027253749
020 $z9789027253743
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072 7 $aBUS$x002000$2bisacsh
072 7 $aHF$2lcco
082 04 $a659.14/4$222
084 $a85.40$2bcl
100 1 $aJanoschka, Anja.
245 10 $aWeb advertising :$bnew forms of communication on the Internet /$cAnja Janoschka.
260 $aAmsterdam ;$aPhiladelphia, PA :$bJohn Benjamins Pub.,$c©2004.
300 $a1 online resource (xiv, 227 pages) :$billustrations
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
490 1 $aPragmatics & beyond,$x0922-842X ;$vnew ser., 131
504 $aIncludes bibliographical references and index.
588 0 $aPrint version record.
505 0 $aCh. 1. Introduction -- Ch. 2. Traditional advertising -- Ch. 3. Online advertising -- Ch. 4. Communication -- Ch. 5. The language of web ads -- Ch. 6. Hyperadvertising -- Ch. 7. Summary and conclusion.
520 8 $aAnnotation$bThis 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.
650 0 $aInternet advertising.
650 0 $aInternet marketing.
650 6 $aPublicité sur Internet.
650 6 $aMarketing sur Internet.
650 7 $aBUSINESS & ECONOMICS$xAdvertising & Promotion.$2bisacsh
650 7 $aInternet advertising.$2fast$0(OCoLC)fst00977220
650 7 $aInternet marketing.$2fast$0(OCoLC)fst00977272
650 17 $aReclame.$2gtt
650 17 $aWorld wide web.$2gtt
650 7 $aOnline-Werbung$2gnd
650 7 $aInternet$xWerbung.$2swd
655 4 $aElectronic books.
776 08 $iPrint version:$aJanoschka, Anja.$tWeb advertising.$dAmsterdam ; Philadelphia, PA : John Benjamins Pub., ©2004$z1588116034$z9027253749$w(DLC) 2004055441$w(OCoLC)56730748
830 0 $aPragmatics & beyond ;$vnew ser., 131.$x0922-842X
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948 $hNO HOLDINGS IN IME - 800 OTHER HOLDINGS