Rick Dagwan's teaching opened my eyes and made me realize how a mass medium such as movies or television can be used to manipulate the beliefs, desires, and feelings of a great many people – often to the point where an expert at media manipulation can become rich, or powerful, or both. (Is it just a coincidence that we end up electing the politicians who run the best TV commercials?) Advertising is one of the most insidious tools used in our culture, in that it is so omnipresent that many of us don't even realize just how much of an effect it has on us. This is where books like Adcult USA come in. This book is a searing jolt of truth that wakes ups up and shows us just how much of our culture is shaped through advertising (the entire Christmas holiday season, for starters), while at the same time reminding us that we like to be advertised to. Because we've been bombarded with advertising for our entire lives, we've become used to it and this makes us receptive to short messages that insinuate themselves into our culture. Adcult USA can be seen as a wake-up call or just a hell of an entertaining read, but it's likely to make you think twice when you watch TV or read.