GLOSSARY 605multiplayer online role-playing game (MMORPG) (e.g. ‘World
of Warcraft’).
Virtual social worlds : a group of virtual worlds allowing
inhabitants to choose their behaviour freely and essentially
live a virtual life similar to their real life. Again, virtual social
world users appear in the form of avatars and interact in a
3-D virtual environment (e.g. Second Life).
Virtual worlds : Internet platforms that replicate a 3-D
environment in which users can appear in the form of
personalised avatars and interact with each other as they
would in real life.
Warm advertising : an advertising appeal that consists
of elements evoking mild, positive feelings such as love,
friendship, cosiness, affection and empathy.
Wear-in : at low levels of exposure to advertising, consumers
develop negative responses (e.g. counter-arguments) due
to the novelty of the stimulus. After a few exposures, the
reaction becomes more positive.Wear-out : at high levels of exposures to advertising, consumers
develop negative responses, due to boredom, irritation, etc.
Web 1.0 : the World Wide Web as an information source with
static websites.
Web 2.0 or social media (networks) : a concept of the Web
as a participation platform on which users participate and
connect to each other using services as opposed to sites.
Weblogs, or blogs : frequently updated personal web journals
that allow owners to publish ideas and information.
Wireless advertising : see Mobile marketing.
World Wide Web (WWW) : the interactive and graphical
communications medium on the Internet. The Web is
characterised by the use of hypertext mark-up language
(HTML) that allows documents consisting of text, icons,
sounds or images to be shared by different users, regardless
of the computer operating system they use. The hyperlinks
(text- or image-based) make it possible to navigate quickly
through documents and pages by simple mouse-clicking.Z01_PELS3221_05_SE_GLOS.indd 605Z01_PELS3221_05_SE_GLOS.indd 605 3/6/13 4:01 PM3/6/13 4:01 PM