The death of God in the West was the prelude to a formidable metaphysical soap opera that continues to this day. Christianity's masterstroke was to combine a fierce belief in the individual with the promise of eternal participation in the Absolute. When that dream evaporated, various attempts were made to offer the individual a minimum of being. The latest of these attempts is advertising, which seeks to arouse desire and transform the subject into a docile phantom doomed to follow ...