ABSTRACT
Ideologically, it seeks to address the reader or viewer personally with you in order to transcend its nature as a mass medium.
‘You reckon you need a break’ – ‘She imagines you’ve actually had one.’ ‘Your skin looks bland and lifeless?’ ‘Because you want to look good too’
People do not like being addressed as part of a mass audience, as individuality is something that is culturally highly valued in Western societies. Fairclough (1989: 62) has referred to this attempt to ‘handle’ people on an individual basis as ‘synthetic personalization’.
