Sounds of Web Advertising

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Abstract

Sound seems to be a neglected issue in the study of web ads. Web advertising is predominantly regarded as visual phenomena–commercial messages, as for instance banner ads that we watch, read, and eventually click on–but only rarely as something that we listen to. The present chapter presents an overview of the auditory dimensions in web advertising: Which kinds of sounds do we hear in web ads? What are the conditions and functions of sound in web ads? Moreover, the chapter proposes a theoretical framework in order to analyse the communicative functions of sound in web advertising. The main argument is that an understanding of the auditory dimensions in web advertising must include a reflection on the hypertextual settings of the web ad as well as a perspective on how users engage with web content.
Original languageEnglish
Title of host publicationHandbook of Research on Digital Media and Advertising: User Generated Content Consumption (1 volume)
EditorsMatthew S. Eastin, Terry Daugherty , Neal M. Burns
Number of pages16
Place of PublicationNew York
PublisherIdea Group Publishing
Publication date2010
Pages535-551
Chapter28
ISBN (Print)9781605667928
ISBN (Electronic)9781605667935
DOIs
Publication statusPublished - 2010

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