Web pages are more akin to print editorial pages than print advertising pages in their complexity and sequentiality. Web ads, however, can be compared to television commercials: Web ads are brief, five-second spots, compared to the thirty-second spots that appear, for example, on the network news. There are severe limitations on story length and complexity, so being clear and persuasive (or at least mighty intriguing) is critical so that readers will not get bored while reading the advertisement and at the same time get the message across.
There are several types of web advertisements and are classified as below:
- Banner ads:horizontal
- Sidebar ads (aka skyscraper ads): vertical and scrollable, two to three times higher click-through rate than banners
- Pop-up and pop-under ads: annoying to close, but far higher click-through; higher cost for advertiser
- Floating ads: even more intrusive than pop-ups—they have sound and motion, and produce still-higher click-through numbers
- Unicast ads: a television-like commercial with the advantage of clickability to the sponsor’s site
- Other than that, web advertising is more towards the form of multimodal and hypertext.
Multimodal texts are those texts that have more than one ‘mode’, so that meaning is communicated through a synchronization of modes. They may be incorporate spoken or written language, still or moving images or may be produced on paper or electronic screen and may incorporate music and sound(Walsh, 2006). Advertisements with video or flash will be more attractive than the one on print.
Sony Laptop Advertisement
Source: Youtube video
Walsh, M 2006, “Textual shift”: examining the reading process with print, visual and multimodal texts’, Australian journal of language and literacy, Vol.29, No.1,pp. 24-37
Web Advertising, scientist.com, viewed 29 October 2007,
White, A,W. 2007, Typography and Web Advertising: Making Every Opportunity Count, Digital Web Magazine, viewed 29 October 2007,