Although pop-up advertisements generate ill will, these ads, have an above average clickthrough rate compared to other forms of Internet advertising such as the banner ad, illustrating the significance this form has in modern day advertising. Travel and gambling ads are analyzed in the following study. Previous literature includes studies on factors that play an integral role in the success or failure of an online advertisement, the effectiveness of internet marketing on internet users, persuasive appeals used in advertising, and experiential consumption. Research on pop-up advertisements has focused primarily on tactics, their effects on the consumer, and their failures and successes. An analysis of visual and verbal persuasive devices was performed.
Library of Congress Subject Headings
Internet advertising; Advertising--Tourism; Gambling--Marketing; Visual communication
Communication and Media Technologies (MS)
Department, Program, or Center
Department of Communication (CLA)
Karras, Elizabeth, "An Investigation of Verbal Versus Visual Persuasive Elements in Travel and Gambling Pop-Up Advertisements" (2005). Thesis. Rochester Institute of Technology. Accessed from
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