Since the dawn of time, a life cycle has been above all about life itself, a psychic life force, a dynamic of life, "Fabula", a mental flow of ideas, and sense against nonsense and non-existence. This "Fabula" which has constituted our world, today is advertising.
The greatest advertising achievement is to put things in time against the death that comes at the end of a cycle, by giving them a living identity in the Spirit of time, a time that is a founder of the Self. This living and charming identity which seduces us, sticks to us through individuation, haunts us with the needs of desire, and the desire for needs through selling concepts such as lovemarks, and therefore revives the antithesis of narcissism and nothingness, to nourish life between the taboo of death and the plans to dig unfulfilled desires.
The logic of desires is not in the fullness but in the incompleteness, the digging for needs. This is also the intelligence of advertising’s essential engine, the one that keeps the excitement going, perpetuates the cavalcade behind the evanescence of reality to live instead of survive.