This article describes
the specific characteristics of internet genres. These genres are
characterized by the net system, a specific interlanguage, hypertext, the
multimedia effect and an interactive audience. Netvertising is analysed
as a representative example of an internet genre. A set of 20 first
web pages of banner ads has been studied. The parameters considered are
the following ones: http linkers, images used, integration of visuals with
text, objectives of the ad, register, audience, overall page length, sentence
length, verb tenses, punctuation marks and personal pronouns. Results show
that most net ads are short texts. This conciseness is offset by a wider
use of other devices such as punctuation marks, images and http linkers.
Banner ads are based on an elaboration of images, with the text used, mainly
a variety of brief sentences and noun phrases.