Textual organisation
The textual organisation of the campaign is equally elaborate, consisting of a series of letters.
These letters are clear example of “parasite discourse”. Discourse imitates business letters.
The reader respects the identity of magazine and interprets the letters as a possible business letter.
Each letter is different from the others. This way a special sense of interaction between the reader and magazine is created.
Through the use of conventions and linguistic elements belonging to the generic structure of business letters, the magazine (or other company) creates roles, identities, and power relations between itself and the customer.

The situation: Participants in the advert. Roles and voices

The advertising situation becomes more complex due to the presence of role borrowing, or parasite discourse. The letters take the aspects of business letters. Through these letters, identities are drawn.
The magazine is represented as the best magazine and the subscriber as a member of a special group of people with special power. The magazine uses this re-interpretation of the reader’s identity as a coercive strategy to convince the reader to renew his subscription. The tactics of magazine become more aggressive, and if reader do not answer or accept to renew the subscription he will appear as an ex-member of the exclusive group.
Participants
The magazine:

Three different entities
1.Animator – the sounding box in use, the talking machine, an individual active in the role of utterance production.
2.Author – someone who has selected the sentiments that are being expressed and the words in which they are encoded
3.Principal – someone whose position is established by the words that are spoken.
In case analysed in article:
1.A character, the Director of Circulation in Europe, who signs the letters, who would correspond to the Animator.
2.The organisation that produces the text, which could be a creative team different from the magazine itself. This would correspond to the author.
3.The magazine which is the organisation who commissions and pays for the campaign. This corresponds to the principal.
The animator is a representative of the magazine, uses two types of pronouns “I” and “we”. By using the two pronouns, these letters create two roles. The role of magazine and more personal role of adviser who insists on the customer’s subscription renewal, even in rather aggressive way.
Subscriber:

Two entities:
1.recipient, or whom a message is for
2.addressee, that participant with the right to reply
In case analysed in article:
1.the recipient, as the social prototype of the marketing campaign, a target identity
2.addressee, Mr.C, i.e. the real person to whom letters are sent
This duality is used by the magazine to negotiate the reader’s identity.
Initially, the reader is one of the exclusive group of persons who are subscribed to the magazine (he receives the standard letters).
By the time this situation is changing and receiver is about loose his identity of being one of the elite. His situation is unstable. He receives other kind of letters, more aggressive.
The relationship between the reader and the magazine is unstable and this has a definite projection in the kind of language used in the letters. The reader is a dynamic identity which can be influenced.