Modes of Address
Direct address - Speaking to the viewer directly, using 'you' or 'your' (but not always), reinforces preferred reading
Indirect - More 'objective' speech
Authoritative - it knows more than you, they know better than you
Familiar - not a voice authority, more chatty, friendly mode of address
Slogans for the 4 different modes of Address on a Energy Drink
Direct - it's the drink you need
Indirect - it is the drink for men that matter
Authoritative - you will enjoy this drink
Familiar - you would want to have this drink :)
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