It is the ultimate "main character" move. By addressing the inanimate (e.g., "O, Canada!") or the dead, a writer instantly elevates the tone from mundane observation to intense, dramatic lyricism.
Placing it in plurals where it doesn't belong ("Apple's for sale"). apostrophise
Only use it when the emotion is too big for standard dialogue. It is the ultimate "main character" move
Beyond Theory of the Lyric - Scott - 2022 - Critical Quarterly Canada!") or the dead