Fairclough

Power in and behind discourse

Fairclough's model 2001 - Fairclough suggested the theory of synthetic personalisation which is when the producers receive a manufactured relationship through words between them and the consumer. Fairclough says the adverts create a ‘product image’. This helps to position the receiver as a potential consumer. This is used as the producer doesn’t come into contact with the consumer. 

Power behind discourse – creates an instant desire to buy the product.

Power in discourse – exposition of advert leads to purchase product (more in the long run)