Electronic Advertising and the Relevance of Its Authority: An Analytical Study

Abstract

The study examines the features and characteristics of electronic advertising in the virtual environment, and analyzes the influential dimensions of its marketing model in light of the growth of technological media and innovative design techniques which are capable of creating ultra-fast communication links that have great influence on the human subconscious, with the aim of motivating the virtual recipient to make a purchase. The study also assumes that the analytical approach to electronic advertising discourse will reveal the profound digital transformations witnessed in its rhetorical form and persuasive mechanisms based on language, culture, and suggestive images. In this context, the study concluded that electronic advertising moved from general targeting towards individual customization. This requires linguistic and iconic signs to provide an implicit performance that is more informed and keeps pace with the tastes and needs of recipients on the Internet, who receive the advertising message in different designs and interact with it according to their cultural and social backgrounds.