Because ads are seductions and because they follow certain kinds of patterns, the more communication follows these patterns, the more it creates disillusions and the less becomes efficacious it becomes in a longer run. You finally make persons more and more cool and indifferent about your messages. If ads show that when you smoke, you get girls. And then you don’t get them. And ads show that when you have a particular motorbike, you get girls. And you don’t get them. Then the third time you see an ad where you see that buying a certain other product, you get girls. This time you are less sensitive to it. These are banal examples. But you constantly portray an image because those are the two basic images. The more times you don’t achieve that , the less you are efficacious in that. So you need to convey a different pattern. Even if ads are successful in setting the normal status symbols and even if we know that that’s not going to be efficacious, we adopt it as a communication language, a group language. Group language is controlled quite a lot by ads nowadays. So social patterns of relationships are controlled pretty much by ads but social patterns of communication are not the contents of communication. This content tends to be more and more invulnerable to the most common patterns. Social rules are something else. For, instance, every tribe has fixed social rules that decide their behaviour and symbols. But what people say to each other doesn’t depend on social rules. It is the way they say it that depends on social rules. So, ads are very successful in setting tribe rules; the dress, what we must get in order to get recognition from others, etc. In fact, this is set by ads which are very efficacious in it. i.e. the accepted code of behaviour. But these codes establish the grammar of communication, not the content. We must keep the normal grammar in communication but the moment we focus on the content aspect, we are re-structuring, in fact, contributing, to create a new kind of grammar. As we said, grammar is created by language and not vice versa. But, anyhow, the basic social pre-suppositions are put forward, nowadays, basically by advertisements. Our present tribal culture is based on advertisement symbols. Like any other tribal culture. Every culture has to advertise its symbols. It depends on whether advertising is based more on seduction or more on the imposing element. Whether it is done by a organization which needs to sell its product or a unit which needs to impose a way of thinking.