Abstract
Implicit strategies are known to increase persuasion performances. Implicits of content (vagueness, implicatures) and implicits of responsibility (presuppositions, topics) will be compared semiotically to non-linguistic implicits such as images and sounds. The results of psycholinguistic and neurolinguistic experiments will be used to propose that presuppositions and topics arose in language as means to spare addressees processing effort on already known contents, but they were subsequently "exapted" to spare effort on unknown marginal contents, and eventually to reduce the probability for doubtful contents to be processed thoroughly and rejected. This will be shown by many examples from commercial advertising and political propaganda.