VIRALITY

Malinowski: The sole purpose of the EXCHANGE is to draw relationships closer by strengthening the ties of reciprocity.

Communication: i.e. to make common the things of the tribe...

Pasolini: Naturally in the language of advertising as well, the homologizing, and I would say, creative principle is technology which is therefore the absolute supremacy of communication, and thus the slogan is the example of a type of "expressivity" so far unknown. Its premise is, in fact, expressive, but through repetition its expressiveness loses every characteristic of its own, is fossilized, and becomes totally communicative, communicative up to the most brutal finality. So much so that the way of pronouncing it also possesses an allusiveness of a new kind that might be defined with a monstrum definition -- expressiveness of the masses.

Expressiveness as the remains of a sclerotic disease once long suffered...the slogan-image needs only to streamline, discard its excess, & replicate itself, to just live a while longer.

This is CHANGE WE CAN BELIEVE IN. 
Or reversibly, BELIEF WE CAN CHANGE IN.