That is the difference between desire and drive: desire is grounded in its constitutive lack, while drive circulates around a hole, a gap in the order of being….At the immediate level of addressing individuals, capitalism, of course, interpellates them as consumers, as subjects of desire, soliciting in them ever new perverse and excessive desires (for which it offers products to satisfy them);... <The Parralax View, p. 61. Slavoj Zizek> Dear Veterans, I would be grateful to get your expert opinions on what the word "interpellates" exactly means in the underlined phrase above. The dictionary definition of the word, which I looked up: "to question someone on something" doesn't quite seem to cut it in the context of his contention. It rather seems to have been used to mean something along the lines of "designate" or "postulate" but I couldn't be sure. I have ran into this word several times while reading his book but I haven't been able to pin down its accurate meaning. I would appreciate your help.