Manipulation in ads.
Some commercials, like the toothbrush example at the top of this page, try to scare us into believing there are deadly germs lurking just about everywhere. If marketers can keep us in a constant state of fear, we’re much more likely to buy whatever “solutions” they have to sell.
Sure, ads look glamorous and fun. But hidden below the surface is something much more sinister.
CBC Radio’s Ad Guy, Bruce Chambers, has been exposing the manipulation behind the ads since 2003. Each week, Bruce deconstructs current advertising campaigns, explains how they modify our behaviour, and uncovers the hypocrisy and half-truths.
By seeing ads for what they really are, you can become less susceptible, make better choices, save money, gain self-esteem and live more sustainably.
In addition to listening to The Ad Guy on radio, use the resources on this site as thought starters and discussion topics with friends, family or students: