Synthetic personalisation:
Synthetic personalisation is the technique of using 'you' or 'your' to make the reader feel personally addressed. The affect of this is making the reader feel as if the piece is written to them and only to them, further engaging the reader fully into the article. In the Beyonce advert, the technique of this is that the reader of the ad feels like the article is written for them and like they need the phone. 'At last a music phone that reflects both sides of your personality.' shows that the advert is written for you, like the phone was made with your needs and personality in mind, even though they know nothing about you, they say and imply that YOU need the phone.