Let’s imagine a situation. I don’t have much money for a film project and I have to find a film assistant. I know that a certain girl would like to become a film assistant. I’m not so interested in taking her in the team, but since I need someone as an assistant, I try to seduce her. I make some promises, etc. I do not want to pay her much, so I have to make some other kinds of promises and gratification, which do not cost me money. It depends on what kind of gratification that girl expects and how tedious that will be for me. But it is surely something I will do because I don’t have enough money to pay her as an assistant. This is seduction.

If I’m really interested in that person, I can use similar kinds of expressions and make similar promises. But I will not do that because I would save money but because I’m interested in her. This is absolutely different. The kind of gratification that one is able to give and that one is able to obtain are of an absolutely different order altogether, even if some arms may look the same. In fact, what are the arms of seduction? A false pattern of communication. Showing an intimacy which isn’t there: this is the way of seduction. But this is forged. The real gratification we search for is the gratification of an authentic communication. If we don’t want to be authentic but still want to be efficacious, we lie and try to pretend our enthusiasm by adopting a communication technique. That’s seduction. So what is advertisement? It is pretending to be communicators, and in reality convincing people to comply with our plans.