In the conference, the author approaches the manipulation, the persuasion and the seduction through the lenses of the anthropology of communication. Beginning with the Palo Alto school of thinking, communication started to be regarded not as much as a process of transmitting information, but rather as contributing to the construction of human relations. The author proposes a model in which argumentation is situated as a “zero levelâ€ of pure transmission of information. While persuasion is seen as the effect of the individual’s status (or prestige) over a group, manipulation and seduction manifest theirs consequences at a mass level: manipulation being more elitist, and seduction realizing a re-naturalization of the sign, at the level of unconsciousness. Manipulation and especially seduction are explained as the elements of an “ostensive ideologyâ€, that is the contemporary ideology of advertisement.