Synthetic Personalisation
By referring to the reader as 'you', the advert creates a more informal discourse with you, causing you to feel like you are being spoken directly to and creating two things: some level of familiarity with the author, and also causing you to see them as an individual talking to you, rather than a whole business trying to sell you products. Combined with the imagery of pop-idol Beyonce showing off her phone, it can almost create the weak illusion that these words are coming from that familiar face you know and trust.
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