Advertising seems to be the universal language of our age: its messages are understood by
the recipient regardless of his mother tongue. The idea of an universal language is very old
in European culture: Plato, Raymond Lulle, Athanasius Kircher, Leibniz, Descartes and
Jonathan Swift explored this subject. Therefore, advertising, as a universal language, could
seem to be the culmination of these multi-millennial efforts. However, this is not the case,
because the universality of advertising is one-dimensional: its purpose is merely to make
you buy. Therefore, advertising is only a partial solution to the problem of universal
language.