Advertising communication goes far beyond the dissemination of mass media paid advertisements in the economy. The social mechanism underlying it can potentially be found in all areas of society and appears in various forms. Nils S. Borchers discusses this diversity of advertising communication and particularly examines the function that advertising serves as a form of communication. Through an interdisciplinary engagement with existing advertising concepts, he develops a theory of appealing communication that distinguishes advertising from other forms of appeal such as recommendation and command. The advertising concept derived from this theory overcomes the prevailing ontological notions of advertising discourse and allows advertising research to connect with current communication theories - with surprising consequences for e.