In search of cognitively relevant Internet banners

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Title: In search of cognitively relevant Internet banners
Authors: Yus, Francisco
Research Group/s: Inglés Profesional y Académico (IPA)
Center, Department or Service: Universidad de Alicante. Departamento de Filología Inglesa
Keywords: Relevance theory | Cognitive pragmatics | Web advertising | Banners | Internet
Knowledge Area: Lingüística Aplicada
Issue Date: May-2005
Publisher: Instituut voor Culturele Studies, Leuven
Citation: YUS, Francisco. “In search of cognitively relevant Internet banners”. Image & Narrative [Online]. Vol. 6, Issue 1 (11) (2005). ISSN 1780-678X. <http://www.imageandnarrative.be/inarchive/worldmusicb_advertising/yus.htm>. Fecha de consulta: 15-06-2012
Abstract: Relevance theory (Sperber & Wilson, 1986/95) claims that human beings are biologically geared to obtaining the most relevant information from in-coming stimuli. The main claim of this essay is that Internet users also carry out this cognitive task when evaluating the relevance of the banners that they come across while surfing the net. All the banners are processed against the users (highly personal) background context of beliefs, expectations, interest, etc., but on paper we can hypothesise that banners which are connected with the users current task at hand are more likely to be clicked on, while other, unconnected banners are bound to be dismissed and be left unprocessed.
Sponsor: This essay has been supported by Research Project "Lenguaje Industrial y Textil de la Comunidad Valenciana" (BFF2002-01457).
URI: http://hdl.handle.net/10045/22946
ISSN: 1780-678X
Language: eng
Type: info:eu-repo/semantics/article
Peer Review: si
Publisher version: http://www.imageandnarrative.be/inarchive/worldmusicb_advertising/yus.htm
Appears in Collections:INV - IPA - Artículos de Revistas Nacionales e Internacionales
INV - INCOGNITO - Artículos de Revistas

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