This week: Marketers shorten product names to initials to signal something is new, to appear less formal, or to eliminate negative words. But the acronym only succeeds if consumers embrace and use it.
     Deconstructing Advertising is a weekly audio podcast from CBC Radio’s Ad Guy, Bruce Chambers. Each week, The Ad Guy deconstructs current advertising campaigns, explains the manipulation techniques being used, and uncovers the hypocrisy and half-truths. To see video of each week’s ads and learn Ad-Proofing Tips, visit