The online advertising and its use in the World Wide Web

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Introduction In linguistics of the end of XX – the beginning of XXI centuries there is the special interest to the advertising as the discourse type. The creative potentiality of advertising as a discourse type has been pointed out recently by a lot of authors. Unfortunately you can not find a lot of papers devoted to the on-line advertising. The main explanation of this, in my estimation, is that on-line advertising is quit new type of promotion, but it gained tremendous success in last years. Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads,

Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. The topicality of the paper is determined by necessity of the detailed analysis of the methods and types of the on-line advertising, their linguistic peculiarities and the creation of the web-site with the specific features of these advertisements and banners. The research object is the on-line advertising and its use in the World Wide Web. The research subject is the analysis of the lexically-semantic features of the advertising in the World Wide Web. The aim of the paper is to find and describe the verbal and nonverbal methods that are used in advertising. Among the objectives of this work are: to describe persuasion methods, types and techniques of the

on-line advertising; to analyze different forms of advertising and point out why on-line advertisements has become so popular in last decades; to outline the main types of banners; to create a Web site with additional information about advertising and the examples of different banners. The research is carried out with the help of the following methods of investigation: The descriptive method is used for full and precise description of the peculiarities of the on-line advertising. Due to the component analysis of the structural method I managed to describe the structure of banners and their location in web pages. Labours of some philosophers, sociologists, psychologists, historians and linguists are devoted to the study of advertising (Semino, Cook, Campos Pardillos). At the same

time on-line advertising (especially, banners) remains not fully investigated from linguistic positions. So, this is the novelty of the paper. Practical value of diploma consists in possibilities of using its results in estimating what types of the advertisements will be the most useful. Positions of work can find practical application among managers and persons who promote different products. The material, which is used while studying the theme, includes: books and researches on discourse and advertising; journals and papers related to the theme; internet sources; banners. Web-site was created with Dremweaver software. Being new to web site building I had fixed upon this program because Dreamweaver is the best tool for both the beginning and advanced web page creator to create

slightly complex website, with simple but animated toolbars, little animations, sound clips and so forth. Linguistic peculiarities of the web-advertising 1. Main approaches of the persuasion 1.1 Discourse studies in modern linguistics Discourse (L. discursus, "running to and from") means either "written or spoken communication or debate" or "a formal discussion or debate" . The term is often used in semantics and discourse analysis. In semantics, discourses are linguistic units composed of several sentences; in other words, conversations, arguments, or speeches. In discourse analysis, which came to prominence in the late 1960s, the word "discourse" is shorthand for "discursive formation", which is what Michel Foucault called