ABSTRACT
Chapters 7 and 8 discussed the narrative voice of ads (the ‘I’) and the kind of reception it assumes and encourages in the receiver (the ‘you’). Though both are important in the discourse, neither narrator nor receiver can be treated as identical with the person who actually writes or reads the ad. Creator(s) of an ad, quite as much as novelists, lawyers, newscasters or scientists, adopt a voice which is suitable to the discourse of these roles, and receivers also, once they have identified the discourse type, adopt a particular stance, or stances, of interpretation.
