因特网在线广告的互动性研究

摘要

随着信息技术在全球的发展,Internet的出现及其广泛应用,在线广告应运而生,并成为当今世界最热门的广告形态.从1994年在线广告诞生至今,在线广告以惊人的速度迅速发展,不但给传统广告带来了挑战与冲击,也为全球企业带来了无限商机与广阔的发展空间.目前,国内对在线广告的研究局限于经济学、传播学领域:而且大都停留在介绍层面,几乎还没有人从语篇角度对在线广告进行过研究.国外在这方面所做的一些研究,大体分两类,即从社会学角度(steve Jones,1999),研究个体或群体与因特网的关系;或者,研究超文本(hypertext)的特性及其对读者和文本之间的影响.这些研究如Jones自己所言

目录

文摘

英文文摘

Chapter 1 Introduction

1.1 Research Background

1.2 Online Ads and Web Sites

1.2.1 Ads and Online Ads

1.2.2 Web Text and Web Sites

1.3 Research Purpose and Significance

Chapter 2 Main Types of Online Ads

2.1 Online Ads on Other's Web Sites

2.2 Online Ads on Companies' Own Web Sites

Chapter 3 Communicative Properties of Web Text and Online Ads

3.1 Interactive Capacity of Web Text

3.2 Characteristics of Online Ads

3.2.1 Low Setup Cost

3.2.2 Globalness and Time Independence

3.2.3 Abundant Exhibition Measures

3.3 Interactive Action-orientedness of Online Ads

3.3.1 Non-linear Processing

3.3.2 Two-way Interaction

Chapter 4 Discourse Strategies and Their Interactive Functions

4.1 Dynamic Design of Web-page Frame

4.2 Combination of Textual and Visual Elements

4.3 Imagemapping

4.4 Effective Use of Fonts

4.5 Hyperlinking

Chapter 5 Conclusion and Recommendations

5.1 Conclusion

5.2 Recommendations

Bibliograpy

Acknowledgements

Appendix

Published Articles of the Author