Allusion, context and paraphrase – these words arouse more and more fear among people who have to choose an advertising idea. And if there is no direct reference to the product, they can act like a red rag to a marketing bull. Everything should be expressed point-blank and with no implied meanings. Don’t you believe that! This is pure propaganda! Who if not us can read between the lines... or we should rather say between the virales, which only seem like a story from the old newsreels.