ABSTRACT
This direct speech form of communication is at the heart of most forms of advertising. It talks directly to the consumer via either a voice-over or a presenter talking straight to camera. A variation on the presenter is the testimonial. This is often done by famous people, but can be done by specialists (hairdressers and scientists), “top breeders” for dogs, or “housewives”. The purpose of these ads is to testify and explain the use of the product and to display a range of attributes that go with it. Presenters are also often chosen for their specific features-lips, hair, hands, teeth-which help to show off the product just like a fashion model. This type of presenter is the clothes-peg presenter.
