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The aim of this text is to analyze the forces behind the illusion that advertising or other influence techniques can easily and quickly change our opinions. By assuming reality and the subject as the only essential elements and by eliminating the intermediaries that start from the object and lead to the elaboration of the idea, only a potentially spectacular face-to-face remains: the immediate idea-object correspondence, which gives rise to rapid changes of opinion without any links to reality. The pragmatic analysis of Asch’s studies on influence and that of advertising through the process of marketing a product show that these changes of opinion are the result of elaborations masked by a fallacious discourse that suggests powerful influences capable of producing irrepressible arbitrary changes.