The theory of sexual fetishism, which Alfred Binet presented in the essay "Le fétichisme dans l'amour: la vie psychique des micro-organismes, l'intensité des images mentales, etc." (Fetishism in Love: the Psychic Life of Micro-organisms, the Intensity of Mental Images, etc., 1887), was applied to interpret commodity fetishism as types of sexually-charged economic relationships, between a person and a commodity (goods and services), as in the case of advertising, which is a commercial enterprise that ascribes human qualities (values) to a commodity, to persuade the buyer to purchase the advertised goods and services.