The brainwashing part is more subtle than simple scams. And most advertising doesn't really work in the simple way that it would create just an urge to buy some

The brainwashing part is more subtle than simple scams. And most advertising doesn't really work in the simple way that it would create just an urge to buy something with repetition or persuasion. It affects us all, directly and indirectly, not just some exceptionally vulnerable. Vast majority of ads try to link some connotations to their product/service/brand. E.g. young attractive women happen to be around a certain beer brand. But when you buy the beer, it doesn't come with the women included. It didn't of course outright claim that it would, but the women are put in the ad to create such connotation, and it seems to work. Is that a scam? In any case it's misleading and manipulative. Now, that's just one case. But there are thousands (millions?) such products/services/scams with their own misleading and manipulative connotations. And together these manipulate the whole culture and society. It transcends just the individuals seeing the ads. Diamonds are a good example of purely ad-constructed social phenomenon. By associating diamonds with true forever love and devotion and appreciation and whatever, they suddenly become "valuable". And the individual doesn't even have to believe any of this, but if they think that others believe it, they can deem that other people think they are worthy of appreciation and whatever if somebody bought them a diamond. Of course all of this happens very subconsciously, but it works very effectively. This is how a lot of advertising works. By manipulating whole societal beliefs and values. That's even beyond brainwashing. Consumerism isn't just buying stuff. It's about people e.g. identifying themselves and others based on what (brand) they buy. The actual product doesn't necessarily even matter itself, it's all the connotations that are associated to them societally with ads. Fashion items are a clear example of this, but it happens with all sorts of goods. Edit: here's an overview of some theories on how ads work, from advertisers: https://adassoc.org.uk/credos/how-does-advertising-work/ https://adassoc.org.uk/credos/how-does-advertising-work/