Norman Fairclough

Fairclough theory synthetic personalisation is where the producers attempt to gain a manufactured relationship with their consumers. Fairclough describes adverts as being dialogic by constructing a 'product image' that helps and pushes to position the receiver as a potential consumer. Adverts use synthetic personalisation as the producer doesn't come into contact with the consumer. This theory includes other ideas such as

• Power behind discourse is concerned with the organisation of institutions and the effect of these on language. 
• Power in discourse is concerned with situations where relationships are set up and enacted. 
• Critical discourse analysis is a type of analytical discourse that studies the way that power, dominance and inequality are enacted and reproduced.

CDA follows certain rules which include:

• Power relations are discursive
• Discourse is ideological & constitutes society and culture. 
• Discourse is historical and a form of social action. 
• The analysis of discourse is interperitive and explanatory.