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Interactivity of Online ADS

Author: ZengHui
Tutor: XiaWeiRong
School: Southwest Jiaotong University
Course: Foreign Linguistics and Applied Linguistics
Keywords: Online advertising Interactive Web Text Textual strategies Communication
CLC: G206.2
Type: Master's thesis
Year: 2002
Downloads: 305
Quote: 2
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Abstract


With the information technology in the global development of the emergence of the Internet and its wide application , online advertising came into being, and to become the world's most popular advertising form . Since the 1994 birth of online advertising , online advertising, the rapid development at an alarming rate , not only a challenge to the traditional advertising with impact brought enormous business opportunities and a broad space for development but also for the global enterprise . At present , the domestic online advertising is limited to the field of economics , communication studies , but most remain in the introduction level , almost nobody Discourse perspective of online advertising research . Abroad of some of the research done in this area , generally divided into two categories, that is , from a sociological point of view ( Steve Jones , 1999 ) , to study the relationship of individuals or groups with the Internet ; Alternatively, research hypertext (hypertext) characteristics of the reader and the impact between the text . These studies such as Jones said , \In addition, although in the past have been a number of studies on the process of advertising communication in writing , but because online advertising is different from traditional advertising , these findings are not necessarily applicable to online advertising. Therefore, this article will explore the interactive nature of online advertising , designed to reveal differences in the communication process and strategy with traditional advertising ( especially written advertising ) . The paper is divided into five chapters . The first chapter reviews and comments on previous communication research done on online advertising and advertising , online advertising defined in this study , presented the purpose and significance of the full text . Outlined in Chapter II classification of online advertising , and elaborated on the grounds . The third chapter analyzes the network text and online advertising interactive communication features that online advertising communication is non - linear , two-way interactive communication . Chapter by samples of the selected page analysis of the proposed text is different from the traditional discourse of written advertising strategy and interactive performance of online advertising . To conclude the text of Chapter reveal the value of this research , and discuss future research .

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