From: I. Zelnik
Category: Amis
Date: 8/19/99
Time: 8:08:22 PM
Remote Name: 129.219.126.3
Mike Hoolihan's third-person reference occurs on the first page. It's there for the sake of exposition. And it's in the third person for the sake of variety. She already identified herself in the first person. So she facetiously re-identifies herself in the third person in order to fix her identity in your mind and to make sure that you don't mistake her for Mike Hammer or Betty Crocker or Mrs. Butterworth. (Mrs. Butterworth is that dreary old frump who likes to incarnate herself in the form of plastic bottles of maple syrup.) Mike repeats her name for the same reason that advertisers repeat the name of a product in an advertisement. It's a practice called "product name reinforcement".
http://www.coke.com/museum/ecards/may99-1.html Picture yourself with a Coke on a river. With Coke-gerine trees and Coke-alade skies. Somebody cokes you. You cola quite slowly. The girl with kaleidocoke eyes.