Advertising and Corporate Address

Texts, as the first three chapters attempted to demonstrate, circulate within the context of a social system which enables the promotion of particular genres of address. The primary focus of this book, the directive or unitary mode of address, may be linked to those purposes which appear as forms of political or commercial persuasion. Yet texts are composed within the conjuncture of modernity, an era represented by what Friedman calls ‘a disintegrative-reintegrative social process’, in which individuals are taken from their ‘traditional’ location and placed within a ‘more abstract set ... of relations’ (Friedman, 1994, 27).