<Advertising which attempts to seduce gives no information and tells a story without it being obvious which product is being advertised. Consider a cinema/television advert. While massaging a client, a masseuse asks another lady whether ‘it Voooh? - Vzzzz? - Rmmm?’; she illustrates what she means by energetically slapping, clapping and kneading the back of her client. We cannot help wondering what she is talking about. The answer is provided in the last shot showing an electric food-mixer which makes the sounds, ‘Voooh - Vzzzz- Rmmm’. The film leaves a twenty-second gap which the viewer will perhaps try to fill by an analogy which comes not from the advertiser but from the receiver. —Pierre Sorlin, The Mass Media.>
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