To sum up features of Ads 1 ads

To sum up: features of Ads 1) ads use a variety of substance

To sum up: features of Ads 2) ads are embedded in accompanying discourse

To sum up: features of Ads 3) ads are presented in short bursts

To sum up: features of Ads 4) ads are multi-modal, and can use pictures, music and language

To sum up: features of Ads 5) ads are multi-submodal, and can use writing, speech and song

To sum up: features of Ads 6) ads contain and foreground extensive and innovative use of paralanguage

To sum up: features of Ads 7) ads foreground connotational, indeterminate and metaphorical meaning, thus effecting fusion between disparate spheres

To sum up: features of Ads 8) ads make dense use of parallelism, both between modes and within modes

To sum up: features of Ads 9) ads involve many voices (though they tend to be dominated by one)

To sum up: features of Ads 10) ads are parasitic, appropriating the voices of other genres

To sum up: features of Ads 11) ads are often heard in many contradictory ways simultaneously

To sum up: features of Ads 12) ads merge the features of public and private discourse, the voices of authority and intimacy

To sum up: features of Ads 13) ads make extensive use of intertextual allusion

To sum up: features of Ads 14) ads provoke social, moral and aesthetic judgements

To sum up: features of Ads 15) ads provoke controversy

To sum up: features of Ads 16) ads have the typical restless instability of a new genre

To sum up: features of Ads 17) ads are a discourse on the peryphery of attention

To sum up: features of Ads 18) ads follow a principle of reversal

To sum up: features of Ads 19) ads use their space and time in an attempt to give pleasure

To sum up: features of Ads 20) ads use code-play

To sum up: features of Ads 21) ads answer a need of display

To sum up: features of Ads 22) ads are constrained by the need to obey the orders of their clients