6. Aspects of Advertising Language Online
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Tilman Schröder
Abstract
Online advertising possesses several features that differentiate it from advertising in legacy mass media. Its hypertext design allows for multimodal, interactive and personalized ad formats, which offer numerous opportunities for linguistic research. First analyses of online advertising genres such as commercial websites, web ads, marketing e-mails and corporate social media often rely on traditional linguistic concepts such as text and genre. Their findings suggest that web ads and marketing e-mails tend to resemble offline advertising genres, while commercial websites form new digital genres that combine different features from legacy media advertising. Social media advertising produces new digital genres whose linguistic structures tend to have little in common with traditional advertising. Further research on online advertising and its linguistic structures is critical in the future, particularly with regards to online advertising in Romance languages.
Abstract
Online advertising possesses several features that differentiate it from advertising in legacy mass media. Its hypertext design allows for multimodal, interactive and personalized ad formats, which offer numerous opportunities for linguistic research. First analyses of online advertising genres such as commercial websites, web ads, marketing e-mails and corporate social media often rely on traditional linguistic concepts such as text and genre. Their findings suggest that web ads and marketing e-mails tend to resemble offline advertising genres, while commercial websites form new digital genres that combine different features from legacy media advertising. Social media advertising produces new digital genres whose linguistic structures tend to have little in common with traditional advertising. Further research on online advertising and its linguistic structures is critical in the future, particularly with regards to online advertising in Romance languages.
Chapters in this book
- Frontmatter I
- Manuals of Romance Linguistics V
- Table of Contents VII
-
Media and Linguistics
- 0. Preface 3
- 1. Media Linguistics: Interfaces to Media and Communication Studies 10
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Text Linguistic Approaches to Language in the Media
- 2. Text Linguistic Approaches I: Analysis of Media Texts 35
- 3. Text Linguistic Approaches II: Textuality of Online Media 54
- 4. Television Text Types 73
- 5. Online Text Types 94
- 6. Aspects of Advertising Language Online 110
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Orality and Literacy of Media Text Types
- 7. Orality and Literacy in Cinema and Television 133
- 8. Orality and Literacy of Telephony and SMS 154
- 9. Orality and Literacy of Online Communication 176
-
Methods in Linguistic Media Research
- 10. Critical Discourse Analysis and New Media 203
- 11. Analyzing Multicodal Media Texts 245
- 12. Language in the Media: The Process Perspective 263
- 13. Tertiary Media Corpora of the Romance Languages 290
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Romance Matters
- 14. The Role of Small Languages in the Media I: Presence of Romanian in Medial Communication 325
- 15. The Role of Small Languages in the Media II: Presence of Picard in Medial Communication 343
- 16. Audiovisual Latino Media in the US: The Emergence of Bilingual Media Text Genres in the Interface between Language Contact, Language Policy and Translation 363
- 17. Language Change through Medial Communication 381
- 18. Broadcast Advertising – Issues of Linguistic Research (with Special Regard to Italy and France) 411
-
Media Texts and Multilingualism
- 19. Minority Languages in Media Communication 453
- 20. Audiovisual Translation 471
- 21. Crowdsourcing Translation 489
- 22. Software Localization into Romance Languages 506
- Index 521
Chapters in this book
- Frontmatter I
- Manuals of Romance Linguistics V
- Table of Contents VII
-
Media and Linguistics
- 0. Preface 3
- 1. Media Linguistics: Interfaces to Media and Communication Studies 10
-
Text Linguistic Approaches to Language in the Media
- 2. Text Linguistic Approaches I: Analysis of Media Texts 35
- 3. Text Linguistic Approaches II: Textuality of Online Media 54
- 4. Television Text Types 73
- 5. Online Text Types 94
- 6. Aspects of Advertising Language Online 110
-
Orality and Literacy of Media Text Types
- 7. Orality and Literacy in Cinema and Television 133
- 8. Orality and Literacy of Telephony and SMS 154
- 9. Orality and Literacy of Online Communication 176
-
Methods in Linguistic Media Research
- 10. Critical Discourse Analysis and New Media 203
- 11. Analyzing Multicodal Media Texts 245
- 12. Language in the Media: The Process Perspective 263
- 13. Tertiary Media Corpora of the Romance Languages 290
-
Romance Matters
- 14. The Role of Small Languages in the Media I: Presence of Romanian in Medial Communication 325
- 15. The Role of Small Languages in the Media II: Presence of Picard in Medial Communication 343
- 16. Audiovisual Latino Media in the US: The Emergence of Bilingual Media Text Genres in the Interface between Language Contact, Language Policy and Translation 363
- 17. Language Change through Medial Communication 381
- 18. Broadcast Advertising – Issues of Linguistic Research (with Special Regard to Italy and France) 411
-
Media Texts and Multilingualism
- 19. Minority Languages in Media Communication 453
- 20. Audiovisual Translation 471
- 21. Crowdsourcing Translation 489
- 22. Software Localization into Romance Languages 506
- Index 521
