E:/English Language/Theories

Synthetic Personalisation

Synthetic Personalisation is a concept by Norman Fairclough in which the audience feels that they are being directly addressed.

This can take place through direct addressal, where they are being spoken “to them” with second person personal pronouns.

Synthetic personalisation can be found in many places, including advertising and speeches.

Fairclough said that there are “unequal encounters”, in which the language choice is created and constrained by certain power situations.