We see a work of art abstract like the Picasso that is in uncertain of technology. This painting has both questions as part of it. The ideal machine would have a universal code that can be applied anywhere. This is not true there are many codes some are universal and some are not. Some have a common root and some do not.
Publicity being universal and universal being mechanic then publicity is mechanic.
When we add diversity such as words to publicity we relieve some of the mechanical aspects. This time the language translation might work better for Pepsi and add to the mechanism of publicity. Advertisement are made to focus on peoples interest while focusing on their interests they are adding the mechanization of society. Society can be understood by what their likes and dislikes are. If an advertisement promotes there likes we can understand a society by looking into the mechanism that makes them work.