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Manual of Romance Languages in the Media

Ed. by Bedijs, Kristina / Maaß, Christiane

Series:Manuals of Romance Linguistics 23

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Publication Date:
September 2017
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6. Aspects of Advertising Language Online

Schröder, Tilman


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.

Citation Information

Tilman Schröder (2017). 6. Aspects of Advertising Language Online. In Kristina Bedijs, Christiane Maaß (Eds.), Manual of Romance Languages in the Media (pp. 110–130). Berlin, Boston: De Gruyter. https://doi.org/10.1515/9783110314755-007

Book DOI: https://doi.org/10.1515/9783110314755

Online ISBN: 9783110314755

© 2017 Walter de Gruyter GmbH, Berlin/Munich/BostonGet Permission

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