Web Advertising -- Editorial page -- Title page -- LCC data -- Table of contents -- Acknowledgements -- Table of figures -- Chapter 2 -- Chapter 3 -- Chapter 4 -- Chapter 5 -- Chapter 6 -- Chapter 7 -- 1. Introduction -- Purpose of the book -- Data -- Structure of the book -- 2. Traditional advertising -- 2.1. Introduction -- 2.2. Brief historical outline and current situation of advertising -- 2.2.1. History -- 2.2.2. Advertising figures -- 2.3. The concept of advertising -- 2.3.1. Definition of advertising -- 2.3.2. Functions of advertising -- 2.3.3. AIDA -- 2.4. Types of conventional and direct mass advertising -- 2.4.1. Print media and print advertisements -- 2.4.2. Television medium and TV-commercials -- 2.4.3. Direct mailings and coupon ads -- 2.5. Summary -- 3. Online advertising -- 3.1. Introduction -- 3.2. The world wide web as a platform for advertising -- 3.2.1. The world wide web -- 3.2.2. Web advertising -- 3.3. Types of web advertisements -- 3.3.1. Definition and functions -- 3.3.2. Static web ads -- 3.3.3. Animated web ads -- 3.3.4. Interactive web ads -- 3.3.5. Special types of online advertising: Pop-up ads and web ad traps -- 3.4. Effectiveness of online advertising -- 3.4.1. Psychological aspects -- 3.4.2. Banner blindness -- 3.4.3. Contextual, formal and technical aspects -- 3.4.4. Measurements and evaluation -- 3.4.5. Click-through rate -- 3.4.6. Log-files and cookies -- 3.5. Summary -- 4. Communication -- 4.1. Introduction -- 4.2. Defining communication -- 4.3. Two basic forms of traditional communication -- 4.3.1. Mass media communication -- 4.3.2. Interpersonal communication -- 4.4. Communication on the Internet -- 4.4.1. A model of interactive mass communication -- 4.4.2. Written interactive communication towards conceptual orality -- 4.5. New forms of interactive mass communication.

4.5.1. Message construction and text properties -- 4.5.2. Searching for and selecting information -- 4.5.3. Individualization -- 4.5.4. Interaction and feedback -- 4.5.5. Interactivity -- 4.6. Summary -- 5. The language of web ads -- 5.1. Introduction -- 5.2. The concept of persuasion -- 5.3. The language of advertising -- 5.4. Linguistic means and strategies of web ads -- 5.5. Linguistic persuasion by the addressees' communicative integration -- 5.5.1. Questions -- 5.5.2. Imperatives -- 5.5.3. Personal and possessive pronouns -- 5.5.4. Spatial and temporal deixis -- 5.5.5. Abbreviated sentences -- 5.6. Linguistic persuasion by emotional appeal -- 5.6.1. Persuasion by emotionally motivating strategies -- 5.6.2. Persuasion by trigger words -- 5.6.3. Simplifications -- 5.7. Summary -- 6. Hyperadvertising -- 6.1. Introduction -- 6.2. Text -- 6.2.1. Definition -- 6.2.2. Text structure and function -- 6.2.3. Cohesion and coherence -- 6.2.4. The advertising message as printed hypertext -- 6.3. Hypertext -- 6.3.1. Characteristics of hypertexts -- 6.3.2. A structure of hypertexts -- 6.3.3. Functions of hypertexts -- 6.3.4. Definition of hyperlinks -- 6.3.5. Functions of hyperlinks -- 6.3.6. Cohesion and coherence in hyperadvertising texts -- 6.4. The hypertext message in online advertising -- 6.5. Summary -- 7. Summary and conclusion -- Notes -- Chapter 1 -- Chapter 2 -- Chapter 3 -- Chapter 4 -- Chapter 5 -- Chapter 6 -- Chapter 7 -- References -- Index -- The Pragmatics & Beyond New Series.