Modes of address

Direct / Indirect

Direct- Speaking to the audience, use of third person languages.
Reinforces preferred reading. also within mise en scene when the person is looking at the camera

Indirect-  More objective speech and more descriptive of the product. Also within mise en scene when the person looks away from the camera.

Authoritative / Familiar

Authoritative- Telling you what to do, being imperative in speech.

Familiar- More chatty speech