I heard this sentence in Sherlock Holmes: A Game of Shadows yesterday. Advertisements do it. Books do it. TV shows and movies do it. Lectures do it. The aim is to pass a central idea which is of utmost importance, either subliminally or directly into the psyche of the audience. The message has a lot of encoding. It would be in disguise of something else. It would be camouflaged in so many things that you will not know that the intention was to show you that central idea. Why this disguises and camouflage? It’s there because in case where the message is introduced directly, the author has to tell the intention as well and the chances of rejections are very high. Persuasion needs covert manipulation of the psyche of audience. If you remember the movie ‘Skeleton Key’, you would recall how dramatically the idea ‘Black Magic Does Exist’ was planted into the psyche of the caretaker in disguise of the clues where plotters were showing ‘Black Magic Does Not Exist’; since it was necessary to convince her of the idea in order to apply Black Magic on her for the advantage of the conspirators. There might be a world of wrapping around the central idea of a message or it might be just a bit of decoration, but more often than not, it’s done in a way to engross the mind of the audience and subconscious subscribes to the central idea at the same time. An analogy can be made about Maya. Maya, the illusion is consistently trying to show you the ‘pleasure’ in world and you crave one sense object after another in an endless cycle because of the incessant pain. Every time you get pain instead of pleasure from a sense object, you are reinforcing the suggestion that there is no pleasure in the sense objects. In this way Maya implants and reinforces the idea that the world of sense objects cannot give you pleasure and you start searching somewhere else and then the enlightenment.