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Under the Influence with Terry O'Reilly

Under The Influence gives you a rare backstage pass into the hallways, boardrooms and recording studios of the ad industry. Join host and adman Terry O’Reilly for fascinating stories that connect the ...

27:21

S2E01 (Archive) - Shame: The Secret Tool of Marketing

Jan 28, 2019

From the Digital Box Set: Kicking off Season 2, we explore one of the most effective marketing strategies ever devised: The use of "Shame." First emerging in the late 1800s, toothpaste ads suggested a fresh mouth could help you attract a mate. But advertisers had a major obstacle to overcome - bad breath and body odour were not socially unacceptable then. So advertisers focused their sizable resources to linking odours to shame, and then shame to product solution. From bad breath, dandruff and ring-around-the-collar to gray hair, plastic surgery and skin lightening, the strategy of social shame has become the most lucrative selling strategy of all time. Join us as we peel back the layers of shame in our modern world. This is an archived episode that aired originally on January 5, 2013.

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