Fairclough's model 2001
 Fairclough made the concept of synthetic personalisation, this consists of when the producers receive a manufactured relationship through words. Fairclough illustrates adverts as being dialogic by making a 'product image' that encourages the receiver to be a potential consumer. Adverts use synthetic personalisation as the producer doesn't come into contact with the consumer. 

Power behind discourse is related with the organisation of institutions and how it affects language.

Power in discourse - This is concerned with situations where relationships are set up and enacted. 

Critical discourse analysis is a variation of analytical discourse that studies the way that power, dominance and inequality are enacted and reproduced.

These are the beliefs with Critical discourse analysis:

• Power relations are discursive
• Discourse is ideological & constitutes society and culture. 
• Discourse is historical and a form of social action. 
• The analysis of discourse is interpretive and explanatory. 

Critical discourse analysis (CDA) has been used by historians, business institutions, lawyers etc. to investigate social problems in their work. Critical discourse analysis shares interests and with other disciplines (eg. sociology) which can often involve the analysis of a text. 

Key themes addressed in Critical discourse structure are

Language and power, , advertisements, gender, politics, capitalism, racism and the law and discrimination.