Is advertising evil?
- Perception.Co
- Jun 9, 2025
- 3 min read
Updated: Jan 5
Rory Sutherland discusses perception in society and how its value is subjective and how advertising can increase perceptive value for a brand.
Is advertising evil? Rory explores this provocative question by examining how perception shapes our understanding of value in society. He argues that much of what we consider “value” is not purely objective, but subjective, formed in our minds through meaning, emotion and context. Advertising, he suggests, plays a powerful role in shaping this perceptive value. By influencing how people see a brand, its purpose, and its place in their lives, advertising can elevate ordinary products into something people feel connected to, trust, or desire. Rather than being inherently good or bad, advertising becomes a tool: one that can manipulate, inspire, mislead, or add genuine value depending on how it’s used.
Is advertising evil?... It’s a question that resurfaces time and again, often accompanied by concerns about manipulation, consumerism, and the shaping of public opinion. Rory approaches this provocative question from a different angle, not by defending or attacking the industry outright, but by examining the deeper mechanics of how perception influences the way society assigns value. His central argument is disarmingly simple: most of what we call “value” is not objective or inherent; it is perceptual, formed within the human mind through layers of meaning, emotion, memory, and context. Advertising, therefore, is not merely a tool for selling products; it is a mechanism for shaping perception and, ultimately, for creating perceived value.
Rory highlights that nearly everything we consume, whether it’s a brand of coffee, a pair of trainers, or even a holiday destination is experienced through a lens of subjective interpretation. Two items made from identical materials can command drastically different prices purely because of the stories told about them. We like to believe we are rational beings making rational choices, but the truth is that emotional, psychological, and social cues play a significant role in how we decide what something is “worth.”
This is where advertising steps in. By influencing the narratives surrounding a product or service, advertising can elevate an otherwise ordinary offering into something people feel connected to, trust, or even aspire to own. It adds layers of perceived meaning: a mobile phone becomes a symbol of creativity; a pair of running shoes promises determination and achievement; a soft drink represents joy, youth, or freedom. None of these meanings are embedded in the product itself — they are constructed through perception, and advertising serves as one of the most powerful tools for shaping that perception.
But does this make advertising evil? Rory argues that this question oversimplifies the issue. Advertising, he suggests, is neither inherently good nor inherently bad. Like any tool, its impact depends on the intentions of the people wielding it. The same persuasive techniques that can encourage unhealthy behaviours or perpetuate unrealistic ideals can also be used to promote positive change, raise awareness, foster empathy, or inspire action. Advertising can mislead, manipulate, and exploit, but it can also inform, empower, and add genuine value.
He points out that without advertising, many innovations, charitable causes, and public health messages would struggle to gain visibility or support. Campaigns encouraging recycling, organ donation, or mental health awareness use the same psychological principles as commercial brands, but few would describe those campaigns as “evil.” Instead, they demonstrate that the persuasive power of advertising can be used to influence society in meaningful and beneficial ways.
Rory’s exploration concludes with a balanced perspective: advertising is a reflection of the society it serves. It magnifies our desires, hopes, fears, and aspirations. It can paint an idealistic picture of life or expose difficult truths. Ultimately, the morality of advertising lies not in the medium itself but in how responsibly or irresponsibly it is applied. Far from being simply evil, advertising is an influential force that shapes perception, and therefore value, within our culture. The real challenge is ensuring that this influence is used with integrity, creativity, and conscious regard for the people it seeks to reach.
