Hanne-Lore Bobáková a Janusz Karpeta – New possibilities of communication of e-shops and their importance
Hanne-Lore Bobáková, Janusz Karpeta
OPF SLU Karviná, Department of Tourism and Leisure Time Activities, Czech Republic
[email protected], [email protected]
The article deals with the communication of the Westwing web e-shop. The article aims to describe the methods of communication of this e-shop on the verbal level. In the introduction of the article, the topic of communication is set in a broader framework of time and content. This is followed by a review of the selection of professional literature on the topic, a description of the theoretical grasp of the research investigation with a terminological explanation of the relevant concepts and then an enumeration of the methods used. Within the verbal investigation, it is examined how the integration of the recipient into the communication is approached in the communication of the web application, what means are used in doing so, how the symbiosis between the verbal and non-verbal components of communication is realized, and what persuasive means are chosen in the communication. The examples of the communication of this e-shop are used to reveal new possibilities of influencing potential clients and the potential of sales applications. The article concludes by highlighting the importance of creativity for advertising in virtual environments. At the same time, attention is focused on the educational dimension of the new type of communication and its use in the development of professional courses at universities.
Key words: advertising, advertising discourse, participation, persuasion
