[Solution]Modes of address and viewer positioning

Modes of address and viewer positioning Interpellation: YOU  YOU- Second person narrative  Favourite mode of address is the YOU  The you is…

Modes of address and viewer positioning
Interpellation: YOU
 YOU- Second person narrative
 Favourite mode of address is the YOU
 The you is the second person form of address for both singular and
plural
 It is the imperative form of address e.g. you come here, all you need
is love
 We use you to get someone’s attention, to call someone to attention
 addressing you as an individual, singling you out from the mass of
consumers, from the crowd -almost ordering you
 You are called to attention
 You are given a challenge
 You are told something about something or someone
 You should act, you should buy, you should be in it, if you wish to
be with the ‘cool’ crowd
 You need- establishing a need -or in marketing terms “problem
recognition” – that you must fulfil
 Just do it!

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