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Qualitative Research - Advertising: *The role that words play in the foundation of a child’s mind forms the essence of civilisation. However, advertising dilutes the authenticity of words such as “love”, “sustainability”, “care” and “hope”. We are now investigating the harm that is inflicted on a child’s mind by advertising’s inauthentic use of words, and how it consequently gives rise to societal epidemics, such as child drug addiction, obesity, poor diet, inequality and mental illness.