Language and Power - Fairclough

FAIRCLOUGH(2001)

-advertisements are ideologies

-relationship built between text producer & receiver by constructing a product image, they associate the same ideologies with the same product and so this helps to position receiver as potential consumer

STAGES OF ADVERTISING:

STAGE 1(synthetic personalisation) - building relations between producer & receiver through personalisation

*imperatives

*you/your

*hyperbole

*implied familiarity(friendly, they know you, you share something)

*pretends relationship between the 2 is…