Mode of address refers to how media speaks to its audience. Producers make assumptions about the audience's age, interests, and what content would attract them. They then design their products accordingly. The mode of address used can lead the audience to assume attitudes toward the text, such as taking it seriously, as seen in magazines like Time Magazine that aim to construct bonds with their audiences through addressing them in particular ways.

1. KS5 NSD
Mode of address: Magazines adopt a mode of address
which is particular to that magazine and aimed to
costruct a bond between the magazine and its
audience.

2. KS5 NSD
Mode of Address
Mode of address refers to the methods used by the media to
speak to its audience.
Media producers will make various assumptions about their audience:
• Age
• Interests
• What content would attract these people?
• Does the text have to be funny? Informative? Emotionally moving?
And design their products / texts accordingly
The mode of address may lead audience
members to assume a particular attitude
towards the text, such as paying attention,
taking it seriously e.g. Time Magazine

3. KS5 NSD
Mode of Address
Through analysing the mode of address of these two magazine front
covers define the audience for both.
Tip: Use the systems of categorisation we have studied e.g. Young
and Rubicam s 4Cs model