Interactivity Of Online ADS

With the advancement of information technology in the world, and the emergence of the Internet and its wide application, online ads come into being and become the hottest form of advertising. Since their birth in 1994, the online ads have developed rapidly, which not only give an impact on the traditional advertising, but also bring to the enterprises all over the world infinite commerce chances and wide developing space. Recently, in China, researches on online ads are confined to the fields of economics and communication and almost all of them are at an introductory level. Moreover, few people research online ads from the aspect of discourse. Studies abroad focus either on sociological analyses of relations between individuals or groups and Internet (Steve Jones, 1999), or the properties of hypertext and the ways in which these might reconfigure the relations between text and the reader. These studies, as Jones said, have tended to be predictive rather than descriptive, and they placed little emphasis on analyzing the interactivity of online ads. Besides, though there are some previous studies about the process of communication in advertisements, due to the difference between online ads and traditional ads, these research results might not be fit for online ads. So, this study concentrates on the interactivity of online ads, and aims at the differences in communicative process and strategies between traditional ads (especially ads in print) and online ads.The thesis consists of five parts. The first part surveys and discusses previous studies on online ads and communication of ads, confines online ads in the study, and presents the research purpose and significance. The secondpart briefly introduces the main types of online ads and gives the reason. The third part analyzes the interactive and communicative properties of web text and online ads, and points out that the communication of online ads is non-linear and two-way interaction. The fourth part via the sample analyses of the selected web pages proposes the discourse strategies of online ads and their interactivity, which differ from those of print ads. The fifth part concludes the whole thesis, proposes the application value of the study, and brings forwards recommendations for future researches.